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.




Photo credit: Maybelline New York