Fenty Skin Total Cleans’r Remove-It-All Cleanser
Photography: fentybeauty.com. All imagery belongs to its respective owner.
What makes the design work
Fenty Beauty brand studyVisual observations across the brand’s packaging. Individual formats and editions may vary.
Tracked wordmark
Small geometric capitals spaced about +40%, spanning about half the pack width, horizontal near the shoulder or vertical down the side.
Sub-line
Lowercase word such as 'body' or the scent name centred under the wordmark at about two-thirds of its size.
Faceted cap
Hexagonal faceted cap and case in rose-gold metallic or translucent burgundy (#3a1418), cut like a gem.
Reading the label
Printed directly on the component with no applied label; the wordmark floats in the upper third or runs vertically, and small product information sits near the base.
- Shoulder or side
- Wide-spaced wordmark, horizontal or rotated
- Under wordmark
- Lowercase sub-brand or scent name
- Base
- Product type in English and French, volume
Typography & hierarchy
The wordmark is small but unmistakable because of its extreme letter-spacing, set horizontally near the shoulder or vertically along the body. A lowercase sub-brand or scent name sits under it in the same family at about two-thirds of its size, and the product type in English and French plus the volume appear low on the pack in tiny tracked type. Edition packs override all of this with a huge hand-painted bubble wordmark that fills the front.
Display
Custom geometric sans close to Futura Medium with an open E
Geometric sans, very wide tracking
Uppercase · Medium
Headline
Futura Book
Geometric sans
Lowercase · Regular
Body
Avenir Next Regular
Small geometric sans
Lowercase · Regular
Typeface suggestions based on visual similarity. These are not verified font identifications.
How the range holds together
Pack colour follows the product's family or scent (lilac for one body scent, brown for another, pink for cleanser), and colour products show the shade through tinted or translucent faceted components; the wordmark treatment is constant.
Shelf presence
On shelf the core range reads as a soft row of tinted pastel and cocoa objects with tiny spaced capitals, while the faceted hexagonal caps give colour products a jewel-like silhouette that is recognisable without reading the name.
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