Hai Lien is a make up artist currently based in China, where she runs a make up academy. Her work covers skin care and colour make up and in order to initiate the wide market in the region into the true beauty of make up in a more effective manner as well as hand down her secret method, she has decided to launch her own cosmetics range in China — Hai Lien CC Cream.

The design of the branding and packaging of Hai Lien’s new cosmetics line is by minimalist, a boutique design studio based in Gangnam, Seoul, Korea. Their philosophy in design is one I am certainly familiar with and one that most certainly applies to Hai Lien’s branding:

We believe good designs can be achieved not when there is nothing left to add, but when there is nothing left to take away.

For this project, the designer's explain some design characteristics:

The distinctive staircase patterns are the motive of Hai Lien’s professionalism, and the classy black and white colour scheme will differentiate the range from showy colour scheme of its competitors on the shelf.

From the minimalist aesthetic of the bottle, the type design of the logo, to the beautifully incorporated pattern, this branding and packaging project has been superbly executed.