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Tulura by Build, United Kingdom

Opinion by Richard Baird.

Packaging design by Leeds-based studio Build for New York skincare brand Tulura

Tulura is an independent luxury botanical skincare brand created Eileen Feighny, a former professional model brought up in Korea and now working from New York. The first of Tulura’s products is a two-step moisturising program that includes a vitamin peptide serum and a botanical facial oil made from seasonal ingredients hand picked and custom-blended. Ingredients are chosen for their effectiveness, and formulations created without the use of fillers, fragrances, synthetic emulsifiers and preservatives.

Tulura worked with Leeds-based studio Build to develop a “contemporary, diverse and engaging” brand identity to “inspire and motivate women and beauty enthusiasts”. Build describe their approach as taking a “simplistic, clean and honest approach”. This is expressed by the structure and composition of packaging, in the layout and typesetting of label, and in the lines and forms that make up Tulura logotype.

Logotype by Leeds-based design studio Build for New York luxury botanical skincare brand Tulura

Tulura is a small, independent and self-funded business, and design intends to sit proudly alongside those products from larger more established brands. As expressed through structural design and labelling, positioning is clear and straightforward, backed up with plenty of insight and background online. The approach balances a clinicality with a personal touch in the meeting of a current practical sans-serif and the more individual crafted and calligraphic qualities of logotype. Orientation and case serve to further define these two components, with colour uniting, while layout that makes the most of the proportions of bottle.

Logotype, branding and packaging by Leeds-based design studio Build for New York skincare brand Tulura

The box is an interesting contrast of blind embossed book with a white exterior, inset with the more rudimentary qualities of layers of what looks like corrugated card. Much like the contrast of type, here there is a similar duality, one of luxury and a more down to earth craft that works together Eileen Feighny’s research and insight, personable approach (she meets all her clients) and an environmental conscientiousness.

Logotype, branding and packaging by Leeds-based design studio Build for New York skincare brand Tulura

Other neats details include a glossy structural choice with a very cosmeceutical quality that leverages associations with clinical effectiveness, the simplicity of packaging and the detail of website, the clear hierarchy and practical systematic qualities of label design, and the way that seasonal ingredients and the seasonality of fashion are intertwined. The work is simple yet balanced, makes the most of well-established perceptions, but with enough material and typographical detail to keep it interesting, distinctive and linked to the values of Eileen Feighny, and backs this up with plenty of insight and a continuity of style online. More work by Build on BP&O.

Design: Build. Packaging: Fred Tulura & Natalie Eshkenasy. Opinion: Richard Baird. Fonts Used: Relative Bold & Book.

Packaging design by Leeds-based studio Build for New York skincare brand Tulura

What do you think of Build’s brand identity and packaging for Tulura? Share your thoughts in the comment section below or get the conversation started on Twitter.

Logo by Leeds-based design studio Build for New York luxury botanical skincare brand Tulura

Brand identity and stationery by Leeds-based design studio Build for New York skincare brand Tulura

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  • Jon Arne Berg

    That kerning, though …

  • Looks great on first glance but that wordmark could used a bit more work, especially since it’s used so prominently. Like @jonarneberg:disqus already mentioned the kearning is off, specifically the “L UR” The R also looks almost like an anchor point was accidentally deleted. It is difficult to tell if the “droopy” counter space is a deliberate quirk or a mistake.

    Shame because otherwise the brand is looking fantastic. Love the layout of the bottles and minimalistic sensibilities. Also great contrast between logotype and the sans serif type and how that is pushed by alternating between the vertical and horizontal orientations.

  • The wordmark and branding is ruined by the terrible kerning and the R. WHAT IS GOING ON WITH THAT ‘R’?!

  • I hope Build also proposed the name because that’s fantastic.

    “C’mon! Eileen, tulura-ay!”

  • Jeremy Mac

    bybuild – wat, no way!? I thought it was two separate words at first, maybe that’s why it’s vertical!
    I do like a good piece of high contrast type and I think the R’s the best out the lot – much like the character of the R in PRADA it had to be f••••• with, otherwise it’s too Tabac Glam without the glam. Although perhaps the tail could be a tad longer.. and it’s the other glyph’s and balance that put the wordmark to shame.

    Oh and on the cards, there’s no need for the (W / I) these days surely!