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SMLXL put ecstatic dogs with wind blowing in their fur on a cosmetics bottle
Design studio SMLXL reconciled Midnight Cosmetics' minimalist aesthetic with HotDog's maximalist energy by using gouache illustrations of wind-blown dogs.
What: Design studio SMLXL, founded by Anna Berbiela, Guillem Casasús, and Javier Arizu, created packaging for a collaboration between Midnight Cosmetics and HotDog. The design retains the clean black-and-white structure of Midnight Cosmetics while integrating vibrant gouache illustrations of dogs to communicate the softening and refreshing nature of the fur mist product.
Why it matters: This demonstrates how designers can reconcile conflicting brand identities by utilizing one as a rigid structural base while treating the other as an expressive, chaotic intervention.
Decoder
- Gouache: An opaque watercolor paint that dries to a matte, vibrant finish, known for its high pigment saturation and ability to convey texture.
Original article
SMLXL created striking packaging for a collaboration between Midnight Cosmetics and HotDog by combining Midnight's minimalist black-and-white aesthetic with vibrant illustrations of dogs, turning two contrasting brand identities into a cohesive design.
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