ShineOn Milky Lip Oil Jelly
Photography: tower28beauty.com. All imagery belongs to its respective owner.
What makes the design work
Tower 28 brand studyVisual observations across the brand’s packaging. Individual formats and editions may vary.
Wave wordmark
Heavy rounded capitals with the W drawn as a single wave, in lilac (#c9a6e6) on clear or white on tinted bodies.
Split numerals
The two numerals of the name separated into opposite bottom corners of the cube, framing the pan.
Clear cube
Square clear acrylic compact with a round pan filling about 80% of its width.
Reading the label
No paper labels; the wordmark is printed straight onto the component, wrapping around the product window on cubes and running along the long axis on barrels.
- Top edge
- Word across the full width of the cube, or the wordmark on the compact lid
- Window
- The shade itself, seen through clear acrylic or as a debossed wave in powder
- Bottom corners
- The two numerals split left and right of the pan
Typography & hierarchy
The wordmark is the only real typography on the front: heavy rounded capitals with a wave for the W, either spread across the top edge of a cube with the numerals split into the bottom corners, or running vertically up a barrel. Product names and shades are kept off the hero face and appear only small on the base or back.
Display
Custom heavy rounded geometric with a wave W, close to Gilroy ExtraBold, Nunito Black
Heavy rounded geometric sans
Uppercase · Black
Numeral
Same rounded heavy figures as the wordmark
Heavy rounded numerals
Figures · Black
Body
Gilroy Regular, Montserrat
Geometric sans
Title case · Regular, SemiBold
Typeface suggestions based on visual similarity. These are not verified font identifications.
How the range holds together
Two families: a lilac family where the component stays lilac whatever the shade, and a shade family where the compact, tube or pencil is tinted to match the product inside; the wave wordmark is constant across both.
Shelf presence
On shelf the lilac family reads as one block of soft purple, while the clear cubes turn into a grid of shade windows framed by lilac type, so both colour and the wave mark identify the brand.
Related packaging
More curated references in make-up, matched by format and visual style.
