Puma x Maybelline

If you understand why athleisure-wear is so popular then the Maybelline / Puma collaboration makes perfect sense. Athletics and leisure seem, after all, antithetical, but the weird sometimes turns out to be brilliant.   

This limited-edition makeup range bridges beauty, fashion and sport. It’s high performance, of course, engineered to last all day, but it’s also packed with attitude, street-smart and wickedly sophisticated.

Our challenge was to convey this street spirit on their packaging. The lock-up brings the brands together in a complementary way without affecting recognition value of either. The typeface is both performative and stylish, and the color schemes we’ve employed are bold, beautiful and fiercely feminine.

branding
packaging

Photo credit: Maybelline New York