Campaign images © ILIA, from iliabeauty.com

ILIA

whispered capitals on skin-tone sleeves

ILIA keeps every component in a narrow band of skin and stone tones (warm white #ede9e4, cream, sand, nude) so the range looks like one set of objects photographed against white. The four-letter wordmark is the only branding on the front: thin, widely tracked uppercase sans printed vertically along the body and repeated on the cap, so a lipstick or stick reads the name twice when it stands open. Caps are straight cylinders the same diameter as the body. Product colour enters through clear and frosted walls, the bullet itself, or a single lacquered cap on a natural-wood crayon.

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Make-up
Light pack
Clinical minimal
Pastel soft-touch

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Warm Porcelain
#ede9e4
Matte white sleeves, caps and stick bodies across lip and complexion products
Sand Sleeve
#d6bea8
Lipstick sleeve and cap in a matte nude-beige
Frosted Milk
#e7e0d8
Frosted glass and plastic walls that let serum and concealer tones show through
Peach Cap
#e7c8b4
Pale peach caps on the shadow stick and gloss, matched loosely to the shade family
Raw Cedar
#c99a6e
Unlacquered wood barrel of the lip crayon

Ink

Stone Grey
#6f6866
Thin vertical wordmark on light components
Bone White
#f6f3ee
Wordmark reversed out on nude, wood and tinted gloss components

Accent

Mirror Silver
#b9b9bb
Polished inner collar on the multi-stick

Range coding

Crayon Red
#a4241c
Lacquered cap on the red lip crayon, matched to the lead
Rose Nude
#c98f88
Blush stick, gloss and shade colours seen through clear walls

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

There is one typographic element on the front: the brand name, spaced out in thin capitals and rotated to read up the component. It appears again on the cap, so cap and base line up as a pair. Product names, shades and claims are held to tiny lines on the base, the back or the carton.

Type scale

Estimated cap size as a share of the panel · Body of the lipstick base with the cap off, about 55 mm tall

body-wordmark
7% · Light · Display
NOVA
cap-wordmark
7% · Light · Display
NOVA
carton-product
3% · Medium · Label
HYDRATING LIP TINT
shade-name
2% · Regular · Label
SHADE · WARM CLAY
base-size
1.4% · Light · Body
4 g · 0.14 oz
carton-copy
1.2% · Light · Body
Glide on and build to taste.

Fonts

Display
Josefin Sans
Looks like
Futura Light, Neutraface Light
Type
Thin geometric sans, wide tracking
Weight
Light
Case
Uppercase
Tracking
Very wide, about +40%
Fallback
Futura, Century Gothic, sans-serif
The wordmark, rotated vertically on every stick, tube and pencil body and repeated on the cap; grey on light bodies, white on darker ones.
Label
Jost
Looks like
Gotham Book, Brandon Grotesque
Type
Small geometric sans
Weight
Regular, Medium
Case
Uppercase
Tracking
Wide, about +10%
Fallback
Avenir, Helvetica, sans-serif
Product and shade names on base stickers and cartons.
Body
Jost
Looks like
Gotham Light
Type
Light geometric sans
Weight
Light
Case
Sentence case
Tracking
Normal
Fallback
Avenir Light, Helvetica, sans-serif
Size, ingredients and legal on cartons and the backs of components.

Structure & Proportions

Proportions

Purpose	Value	Preview
Print coverage	Under 5% of the component surface
Wordmark length	About 45% of body height, reading bottom to top
Wordmark position	Centred on the lower body, starting about 15% up from the base
Cap to body ratio	Cap about 45% of total closed height on lipsticks and sticks
Colours per component	One body colour plus one ink; shade colour only through the walls or bullet	—
Density	Nearly empty; one short line of thin type per part	—

Shapes

Element	Value	Preview
Lipstick and sticks	Straight cylinder with a flush cylindrical cap
Wand tube	Slim cylinder with a round cap and doe-foot
Serum tint	Frosted bottle with dropper
Lip crayon	Raw wood pencil with a lacquered cap
Wordmark	Vertical line of type, no frame

Finishes

Soft matte plastic
Sleeves, caps and stick bodies · soft-touch
Frosted glass and plastic
Serum, concealer and gloss tubes · frosted
Raw wood
Lip crayon barrel · uncoated
Polished collar
Inner collar on the multi-stick · metallic

Formats and materials


Formats	Lipstick bullet, Twist stick, Balm stick, Wand tube with doe-foot, Dropper bottle, Lip crayon pencil, Powder compact, Gift carton
Materials	Matte plastic, Frosted glass, Clear plastic, Natural wood
Closures	Straight-walled push-on caps the same width as the body, wand caps in cream or white, lacquered pencil cap
Decoration	Single-colour vertical print, Wordmark repeated on cap

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

No label: the wordmark is printed once along the lower body and once on the cap, both vertical and centred.

Zone	Content
Body	Vertical spaced wordmark reading bottom to top
Cap	Same wordmark repeated, aligned with the body
Base or back	Shade, product name and size in tiny type

Range System

Body colour stays within warm white, cream and nude, while product type is signalled by component shape and shade by what shows through clear walls, the bullet or a single coloured cap.

Lip balm and complexion sticks = warm white sleeves
Lipstick = sand sleeve and cap
Concealer and serum tint = frosted bottles showing the shade
Gloss = clear tube showing the shade + peach cap
Lip crayon = raw wood + cap in the lead colour

Back of Pack & Shelf

Components carry only a small base sticker; full information lives on a slim cream carton with tiny light sans: product name and shade, a short how-to, the full ingredient list, then legal, recycling and barcode.

Product name and shade on the base sticker and carton end
Short how-to-use line
Full INCI ingredient list
PAO symbol, batch code and net weight
Recycling note and barcode on the carton

On shelf

On a counter the range reads as a tidy family of pale, matte cylinders in stepped skin tones, with the shade glimpsed through frosted walls; the thin vertical wordmark is quiet enough to read only up close.

Imagery

None on the components; gift and collaboration cartons may carry a product photograph on a flat coloured ground.

Guidelines

Do

Keep component colours in warm white (#ede9e4), cream and nude (#d6bea8) families.
Print the wordmark in thin Display capitals tracked about +40%, running vertically along about 45% of the body.
Repeat the wordmark on the cap so cap and body pair when separated.
Let shade colour show through clear or frosted walls rather than printing it.
Use straight cylindrical caps the same diameter as the body.
Use grey ink (#6f6866) on light bodies and white (#f6f3ee) on darker ones.
Keep print coverage under 5% of each part.

Don't

Don't use black or saturated plastic bodies.
Don't set the wordmark horizontally or in a bold weight.
Don't print product names, claims or icons on the front.
Don't add gloss lacquer, gold or decorative patterns to the bodies.
Don't vary the type size between products.
Don't use domed or tapered caps.

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More like this

# ILIA — Pack Style > whispered capitals on skin-tone sleeves **Category:** Beauty · **Tier:** Premium · **Origin:** US · **Theme:** light **Source:** https://iliabeauty.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. ILIA keeps every component in a narrow band of skin and stone tones (warm white #ede9e4, cream, sand, nude) so the range looks like one set of objects photographed against white. The four-letter wordmark is the only branding on the front: thin, widely tracked uppercase sans printed vertically along the body and repeated on the cap, so a lipstick or stick reads the name twice when it stands open. Caps are straight cylinders the same diameter as the body. Product colour enters through clear and frosted walls, the bullet itself, or a single lacquered cap on a natural-wood crayon. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Warm Porcelain | `#ede9e4` | `--color-warm-porcelain` | Pack body | Matte white sleeves, caps and stick bodies across lip and complexion products | | Sand Sleeve | `#d6bea8` | `--color-sand-sleeve` | Pack body | Lipstick sleeve and cap in a matte nude-beige | | Frosted Milk | `#e7e0d8` | `--color-frosted-milk` | Pack body | Frosted glass and plastic walls that let serum and concealer tones show through | | Peach Cap | `#e7c8b4` | `--color-peach-cap` | Pack body | Pale peach caps on the shadow stick and gloss, matched loosely to the shade family | | Raw Cedar | `#c99a6e` | `--color-raw-cedar` | Pack body | Unlacquered wood barrel of the lip crayon | | Stone Grey | `#6f6866` | `--color-stone-grey` | Ink | Thin vertical wordmark on light components | | Bone White | `#f6f3ee` | `--color-bone-white` | Ink | Wordmark reversed out on nude, wood and tinted gloss components | | Mirror Silver | `#b9b9bb` | `--color-mirror-silver` | Accent | Polished inner collar on the multi-stick | | Crayon Red | `#a4241c` | `--color-crayon-red` | Range coding | Lacquered cap on the red lip crayon, matched to the lead | | Rose Nude | `#c98f88` | `--color-rose-nude` | Range coding | Blush stick, gloss and shade colours seen through clear walls | ## Tokens — Typography There is one typographic element on the front: the brand name, spaced out in thin capitals and rotated to read up the component. It appears again on the cap, so cap and base line up as a pair. Product names, shades and claims are held to tiny lines on the base, the back or the carton. ### Display — Futura Light, Neutraface Light · `--font-display` - **Classification:** Thin geometric sans, wide tracking - **Free lookalike:** Josefin Sans (Google Fonts) - **Fallback:** Futura, Century Gothic, sans-serif - **Weights:** Light - **Case:** Uppercase - **Tracking:** Very wide, about +40% - **Role:** The wordmark, rotated vertically on every stick, tube and pencil body and repeated on the cap; grey on light bodies, white on darker ones. ### Label — Gotham Book, Brandon Grotesque · `--font-label` - **Classification:** Small geometric sans - **Free lookalike:** Jost (Google Fonts) - **Fallback:** Avenir, Helvetica, sans-serif - **Weights:** Regular, Medium - **Case:** Uppercase - **Tracking:** Wide, about +10% - **Role:** Product and shade names on base stickers and cartons. ### Body — Gotham Light · `--font-body` - **Classification:** Light geometric sans - **Free lookalike:** Jost (Google Fonts) - **Fallback:** Avenir Light, Helvetica, sans-serif - **Weights:** Light - **Case:** Sentence case - **Tracking:** Normal - **Role:** Size, ingredients and legal on cartons and the backs of components. ### Type Scale Sizes are cap height as a share of the reference panel: Body of the lipstick base with the cap off, about 55 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | body-wordmark | Display | Light | 7% of panel height | Uppercase | `--text-body-wordmark` | | cap-wordmark | Display | Light | 7% of panel height | Uppercase | `--text-cap-wordmark` | | carton-product | Label | Medium | 3% of panel height | Uppercase | `--text-carton-product` | | shade-name | Label | Regular | 2% of panel height | Uppercase | `--text-shade-name` | | base-size | Body | Light | 1.4% of panel height | Sentence case | `--text-base-size` | | carton-copy | Body | Light | 1.2% of panel height | Sentence case | `--text-carton-copy` | | ingredients | Body | Light | 1% of panel height | Sentence case | `--text-ingredients` | ## Structure & Materials - **Formats:** Lipstick bullet, Twist stick, Balm stick, Wand tube with doe-foot, Dropper bottle, Lip crayon pencil, Powder compact, Gift carton - **Materials:** Matte plastic, Frosted glass, Clear plastic, Natural wood - **Closures:** Straight-walled push-on caps the same width as the body, wand caps in cream or white, lacquered pencil cap - **Decoration:** Single-colour vertical print, Wordmark repeated on cap ### Proportions | Purpose | Value | | --- | --- | | Print coverage | Under 5% of the component surface | | Wordmark length | About 45% of body height, reading bottom to top | | Wordmark position | Centred on the lower body, starting about 15% up from the base | | Cap to body ratio | Cap about 45% of total closed height on lipsticks and sticks | | Colours per component | One body colour plus one ink; shade colour only through the walls or bullet | | Density | Nearly empty; one short line of thin type per part | ### Shapes | Element | Shape | | --- | --- | | Lipstick and sticks | Straight cylinder with a flush cylindrical cap | | Wand tube | Slim cylinder with a round cap and doe-foot | | Serum tint | Frosted bottle with dropper | | Lip crayon | Raw wood pencil with a lacquered cap | | Wordmark | Vertical line of type, no frame | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Soft matte plastic | Sleeves, caps and stick bodies | soft-touch | | Frosted glass and plastic | Serum, concealer and gloss tubes | frosted | | Raw wood | Lip crayon barrel | uncoated | | Polished collar | Inner collar on the multi-stick | metallic | ## Pack Elements ### Vertical wordmark **Role:** Only branding Thin geometric capitals tracked about +40%, rotated to read bottom to top along about 45% of body height. ### Paired cap mark **Role:** Brand repeat Same wordmark printed on the cap so that cap and base read as a pair when separated. ### Flush cylinder cap **Role:** Closure Straight push-on cap the same diameter as the body, in the body colour or a related nude. ### Shade window **Role:** Shade cue Frosted or clear wall on serum, concealer and gloss components showing the product tone. ### Wood crayon **Role:** Format variant Unlacquered Raw Cedar pencil with a white reversed wordmark and a lacquered cap in the lead colour. ### Silver collar **Role:** Detail Narrow polished collar inside the multi-stick, the only shiny note in the range. ## Do's and Don'ts ### Do - Keep component colours in warm white (#ede9e4), cream and nude (#d6bea8) families. - Print the wordmark in thin Display capitals tracked about +40%, running vertically along about 45% of the body. - Repeat the wordmark on the cap so cap and body pair when separated. - Let shade colour show through clear or frosted walls rather than printing it. - Use straight cylindrical caps the same diameter as the body. - Use grey ink (#6f6866) on light bodies and white (#f6f3ee) on darker ones. - Keep print coverage under 5% of each part. ### Don't - Don't use black or saturated plastic bodies. - Don't set the wordmark horizontally or in a bold weight. - Don't print product names, claims or icons on the front. - Don't add gloss lacquer, gold or decorative patterns to the bodies. - Don't vary the type size between products. - Don't use domed or tapered caps. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Warm Porcelain | `#ede9e4` | Default component body and cap | | 1 | Frosted Milk | `#e7e0d8` | Frosted wall that diffuses the shade behind it | | 2 | Sand Sleeve | `#d6bea8` | Deeper nude sleeve for lipsticks | ## Front Panel Layout No label: the wordmark is printed once along the lower body and once on the cap, both vertical and centred. | Zone | Content | | --- | --- | | Body | Vertical spaced wordmark reading bottom to top | | Cap | Same wordmark repeated, aligned with the body | | Base or back | Shade, product name and size in tiny type | ## Range System Body colour stays within warm white, cream and nude, while product type is signalled by component shape and shade by what shows through clear walls, the bullet or a single coloured cap. - Lip balm and complexion sticks = warm white sleeves - Lipstick = sand sleeve and cap - Concealer and serum tint = frosted bottles showing the shade - Gloss = clear tube showing the shade + peach cap - Lip crayon = raw wood + cap in the lead colour ## Back of Pack Components carry only a small base sticker; full information lives on a slim cream carton with tiny light sans: product name and shade, a short how-to, the full ingredient list, then legal, recycling and barcode. - Product name and shade on the base sticker and carton end - Short how-to-use line - Full INCI ingredient list - PAO symbol, batch code and net weight - Recycling note and barcode on the carton ## Imagery None on the components; gift and collaboration cartons may carry a product photograph on a flat coloured ground. ## On Shelf On a counter the range reads as a tidy family of pale, matte cylinders in stepped skin tones, with the shade glimpsed through frosted walls; the thin vertical wordmark is quiet enough to read only up close. ## Agent Prompt Guide Quick Color Reference: - Warm Porcelain: #ede9e4 — Matte white sleeves, caps and stick bodies across lip and complexion products - Sand Sleeve: #d6bea8 — Lipstick sleeve and cap in a matte nude-beige - Frosted Milk: #e7e0d8 — Frosted glass and plastic walls that let serum and concealer tones show through - Peach Cap: #e7c8b4 — Pale peach caps on the shadow stick and gloss, matched loosely to the shade family - Stone Grey: #6f6866 — Thin vertical wordmark on light components - Bone White: #f6f3ee — Wordmark reversed out on nude, wood and tinted gloss components - Raw Cedar: #c99a6e — Unlacquered wood barrel of the lip crayon - Crayon Red: #a4241c — Lacquered cap on the red lip crayon, matched to the lead - Rose Nude: #c98f88 — Blush stick, gloss and shade colours seen through clear walls - Mirror Silver: #b9b9bb — Polished inner collar on the multi-stick Create a matte warm-white (#ede9e4) cylindrical lip balm with a flush straight cap the same diameter, completely plain apart from one line of type. Print an original four-letter wordmark in thin Display capitals tracked about +40%, rotated to read bottom to top along the lower body in stone grey (#6f6866), and repeat it on the cap. Make a lipstick in a matte sand-beige (#d6bea8) sleeve and cap with the wordmark reversed in bone white (#f6f3ee), the rose bullet showing. Make a frosted milk (#e7e0d8) concealer tube that lets a light skin shade show through, with a white wand cap and the same vertical wordmark. Make a raw cedar (#c99a6e) lip crayon with the wordmark reversed in white and a glossy lacquered cap in deep red (#a4241c). Image prompt: Product photo of a new clean makeup brand in a quiet skin-tone style: a matte warm-white cylindrical lip balm and a matte sand-beige lipstick, both with straight flush caps the same diameter as the body, each printed with one short invented wordmark in thin, very widely tracked geometric capitals running vertically up the body and repeated on the cap; beside them a frosted tube showing a soft nude concealer with a white wand cap, and a raw unlacquered wood lip crayon with a glossy deep red cap. No other text, no patterns, soft matte surfaces. Pure white background, soft shadow, minimal beauty product photography. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Westman Atelier** — Also tonal, quiet components with tiny type, but in cream and gold with a more luxurious finish. - **Kosas** — Shares skin-tone components and minimal type, though with more colour and a bolder sans wordmark. - **Rose Inc** — Uses neutral, monochrome components with a tracked sans wordmark, in clear and stone tones. - **Glossier** — Minimal type-only components in soft pale tones, but horizontal wordmarks and pink accents. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-warm-porcelain: #ede9e4; --color-sand-sleeve: #d6bea8; --color-frosted-milk: #e7e0d8; --color-peach-cap: #e7c8b4; --color-stone-grey: #6f6866; --color-bone-white: #f6f3ee; --color-raw-cedar: #c99a6e; --color-crayon-red: #a4241c; --color-rose-nude: #c98f88; --color-mirror-silver: #b9b9bb; /* Typography — families (free lookalikes) */ --font-display: 'Josefin Sans', Futura, 'Century Gothic', sans-serif; --font-label: 'Jost', Avenir, Helvetica, sans-serif; --font-body: 'Jost', 'Avenir Light', Helvetica, sans-serif; /* Typography — illustrative scale, as a share of the panel (Body of the lipstick base with the cap off, about 55 mm tall) */ --panel-height: 55mm; --text-body-wordmark: calc(var(--panel-height) * 0.07); --text-cap-wordmark: calc(var(--panel-height) * 0.07); --text-carton-product: calc(var(--panel-height) * 0.03); --text-shade-name: calc(var(--panel-height) * 0.02); --text-base-size: calc(var(--panel-height) * 0.014); --text-carton-copy: calc(var(--panel-height) * 0.012); --text-ingredients: calc(var(--panel-height) * 0.01); /* Proportions */ --print-coverage: 3%; --wordmark-length: 45%; --wordmark-position: 15%; --cap-to-body-ratio: 45%; /* Surfaces */ --surface-warm-porcelain: #ede9e4; --surface-frosted-milk: #e7e0d8; --surface-sand-sleeve: #d6bea8; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-warm-porcelain: #ede9e4; --color-sand-sleeve: #d6bea8; --color-frosted-milk: #e7e0d8; --color-peach-cap: #e7c8b4; --color-stone-grey: #6f6866; --color-bone-white: #f6f3ee; --color-raw-cedar: #c99a6e; --color-crayon-red: #a4241c; --color-rose-nude: #c98f88; --color-mirror-silver: #b9b9bb; /* Typography — families (free lookalikes) */ --font-display: 'Josefin Sans', Futura, 'Century Gothic', sans-serif; --font-label: 'Jost', Avenir, Helvetica, sans-serif; --font-body: 'Jost', 'Avenir Light', Helvetica, sans-serif; /* Typography — illustrative scale, as a share of the panel (Body of the lipstick base with the cap off, about 55 mm tall) */ --panel-height: 55mm; --text-body-wordmark: calc(var(--panel-height) * 0.07); --text-cap-wordmark: calc(var(--panel-height) * 0.07); --text-carton-product: calc(var(--panel-height) * 0.03); --text-shade-name: calc(var(--panel-height) * 0.02); --text-base-size: calc(var(--panel-height) * 0.014); --text-carton-copy: calc(var(--panel-height) * 0.012); --text-ingredients: calc(var(--panel-height) * 0.01); /* Proportions */ --print-coverage: 3%; --wordmark-length: 45%; --wordmark-position: 15%; --cap-to-body-ratio: 45%; /* Surfaces */ } ```