Images from the packaging case study by Verena Michelitsch · Campaign images © Tower 28, from tower28beauty.com

Tower 28

lilac acrylic cubes and wavy w marks

Tower 28 builds its makeup around one soft lilac (#d7c3e8) and a heavy rounded wordmark whose W is drawn as a wave, then lets the product shade colour everything else. Cream products sit in square clear acrylic cubes with the wordmark split around the pan: the word across the full top edge and the two numerals in opposite bottom corners, all in lilac. Powders come in round flip compacts tinted either lilac or the shade itself, with the wave debossed into the pressed powder and the wordmark printed small on the lid. Slim barrels, tubes and pencils carry the wordmark running vertically, and only the mascara breaks the pastel calm with bold orange wave stripes.

https://tower28beauty.com Explore the brand

Make-up
Light pack
Pastel soft-touch
Playful colour

Color Palette

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

Pack body

Lilac Haze
#d7c3e8
Signature colour of compacts, lipstick and mascara barrels
Clear Acrylic
#eef0f3
Square transparent cube compacts that show the cream pan inside

Ink

Wordmark Lilac
#c9a6e6
Printed wordmark and split numerals on clear acrylic cubes
Soft White
#f8f4f6
Wordmark on shade-coloured compacts, tubes, barrels and pencils

Accent

Wave Orange
#ea5427
Bold wave stripes wrapping the lilac mascara tube

Range coding

Beach Cherry
#e0163f
Shade-matched red round compact and cream pan for red blush shades
Petal Pink
#f6cfd3
Pale pink pressed powder seen in the lilac compact
Mauve Tube
#b27a80
Shade-tinted squeeze tube of the lip treatment, with a tonal wave print
Pencil Rose
#b96b63
Lip-liner barrel painted in the lead colour
Contour Tan
#c08a64
Cream contour pan seen through the clear cube

Typography

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

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.

Type scale

Estimated cap size as a share of the panel · Front face of the square cream-blush cube, about 45 mm tall

cube-wordmark
18% · Black · Display
SHORE
cube-numerals
18% · Black · Numeral
4 5
barrel-wordmark
12% · Black · Display
SHORE 45
lid-wordmark
7% · Black · Display
SHORE 45
product-name
3% · SemiBold · Body
SeaSalt Cream Blush
shade-name
2.5% · Regular · Body
Coral Reef

Fonts

Display
Nunito
Looks like
Custom heavy rounded geometric with a wave W, close to Gilroy ExtraBold, Nunito Black
Type
Heavy rounded geometric sans
Weight
Black
Case
Uppercase
Tracking
Wide, about +8%
Fallback
Arial Rounded MT Bold, Helvetica Rounded Bold
The wordmark with the wave W, across cube tops, compact lids and vertically on barrels.
Numeral
Nunito
Looks like
Same rounded heavy figures as the wordmark
Type
Heavy rounded numerals
Weight
Black
Case
Figures
Tracking
Split to opposite corners
Fallback
Arial Rounded MT Bold
The two numerals of the name, separated into the bottom-left and bottom-right corners of cube compacts.
Body
Montserrat
Looks like
Gilroy Regular, Montserrat
Type
Geometric sans
Weight
Regular, SemiBold
Case
Title case
Tracking
Normal
Fallback
Arial, Helvetica
Product name with trademark symbols, shade name and weight on base labels only.

Structure & Proportions

Proportions

Purpose	Value	Preview
Cube wordmark width	Full width of the top edge, about 95%
Pan diameter	About 80% of cube width, centred
Barrel wordmark length	About 50% of barrel length, vertical near the base
Lid wordmark	About 45% of compact width, centred near the hinge
Wave stripe	About 30% of mascara barrel width per stripe
Colours per pack	Two: lilac or shade body plus one ink	—
Density	Only the wordmark on the front; product data hidden on the base	—

Shapes

Element	Value	Preview
Cream compact	Square clear acrylic cube
Powder compact	Round flip compact
Wave W	Wave replacing the W
Barrel	Slim cylinder bullet
Lip tube	Squeeze tube with rounded applicator tip

Finishes

Clear high-gloss acrylic
Cube compacts · transparent
Soft matte pastel
Lilac compacts, barrels and mascara · matte
Debossed wave
Pressed powder pans · emboss
Gloss shade-tinted plastic
Red compacts and lip tubes · gloss

Formats and materials


Formats	Square acrylic cube compact, Round flip compact, Slim lipstick bullet, Mascara tube and wand, Squeeze tube with soft applicator tip, Wood-look pencil, Glass jar, Dropper bottle
Materials	Clear acrylic, Tinted plastic, Glass
Closures	Lift-off clear cube lids, snap-shut round compact lids, pull-off caps on bullets and wands
Decoration	Direct-printed wordmark, Debossed wave motif in powder, Tonal wave pattern on tubes, Bold wave stripes on mascara

Front Panel

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

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.

Zone	Content
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

Range System

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.

Cream blush and contour = clear cube + lilac wordmark
Matte powder blush = round compact tinted red
Pressed powder = lilac round compact
Lip treatment = mauve shade-tinted tube
Mascara = lilac tube with orange wave stripes

Back of Pack & Shelf

All product information sits on a small base label or the back of the component: product name with trademark symbols, shade name, net weight, ingredients on the carton, and clean-beauty and recycling marks, in a small geometric sans.

Product name with trademark symbols and shade name on the base
Net weight in grams and ounces
Full ingredient list on the carton
Sensitive-skin and cruelty-free marks
Batch code and period-after-opening symbol
Barcode and maker address on the carton

On shelf

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.

Imagery

No illustration or photography on pack; the only graphic is the wave, used as the W, as a debossed powder relief and as a stripe pattern. Product shots pair packs with swatches and swipes of the shade on white.

Guidelines

Do

Use one soft lilac (#d7c3e8) as the constant brand colour.
Draw the W of the wordmark as a wave and set the rest in heavy rounded capitals.
On cube compacts, run the word across the full top edge and split the numerals into the bottom corners.
Tint compacts, tubes and pencils to the shade when the product is a colour family.
Deboss the wave into pressed powders.
Keep product names and shades off the front, on the base only.

Don't

Don't print product names large on the front.
Don't use paper labels, frames or illustration.
Don't use dark or metallic components.
Don't set the wordmark in a sharp or serif face.
Don't use more than one accent pattern; the orange wave belongs to the mascara.

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More like this

# Tower 28 — Pack Style > lilac acrylic cubes and wavy w marks **Category:** Beauty · **Tier:** Mass · **Origin:** US · **Theme:** light **Source:** https://tower28beauty.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. Tower 28 builds its makeup around one soft lilac (#d7c3e8) and a heavy rounded wordmark whose W is drawn as a wave, then lets the product shade colour everything else. Cream products sit in square clear acrylic cubes with the wordmark split around the pan: the word across the full top edge and the two numerals in opposite bottom corners, all in lilac. Powders come in round flip compacts tinted either lilac or the shade itself, with the wave debossed into the pressed powder and the wordmark printed small on the lid. Slim barrels, tubes and pencils carry the wordmark running vertically, and only the mascara breaks the pastel calm with bold orange wave stripes. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Lilac Haze | `#d7c3e8` | `--color-lilac-haze` | Pack body | Signature colour of compacts, lipstick and mascara barrels | | Clear Acrylic | `#eef0f3` | `--color-clear-acrylic` | Pack body | Square transparent cube compacts that show the cream pan inside | | Wordmark Lilac | `#c9a6e6` | `--color-wordmark-lilac` | Ink | Printed wordmark and split numerals on clear acrylic cubes | | Soft White | `#f8f4f6` | `--color-soft-white` | Ink | Wordmark on shade-coloured compacts, tubes, barrels and pencils | | Wave Orange | `#ea5427` | `--color-wave-orange` | Accent | Bold wave stripes wrapping the lilac mascara tube | | Beach Cherry | `#e0163f` | `--color-beach-cherry` | Range coding | Shade-matched red round compact and cream pan for red blush shades | | Petal Pink | `#f6cfd3` | `--color-petal-pink` | Range coding | Pale pink pressed powder seen in the lilac compact | | Mauve Tube | `#b27a80` | `--color-mauve-tube` | Range coding | Shade-tinted squeeze tube of the lip treatment, with a tonal wave print | | Pencil Rose | `#b96b63` | `--color-pencil-rose` | Range coding | Lip-liner barrel painted in the lead colour | | Contour Tan | `#c08a64` | `--color-contour-tan` | Range coding | Cream contour pan seen through the clear cube | ## Tokens — Typography 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 · `--font-display` - **Classification:** Heavy rounded geometric sans - **Free lookalike:** Nunito (Google Fonts) - **Fallback:** Arial Rounded MT Bold, Helvetica Rounded Bold - **Weights:** Black - **Case:** Uppercase - **Tracking:** Wide, about +8% - **Role:** The wordmark with the wave W, across cube tops, compact lids and vertically on barrels. ### Numeral — Same rounded heavy figures as the wordmark · `--font-numeral` - **Classification:** Heavy rounded numerals - **Free lookalike:** Nunito (Google Fonts) - **Fallback:** Arial Rounded MT Bold - **Weights:** Black - **Case:** Figures - **Tracking:** Split to opposite corners - **Role:** The two numerals of the name, separated into the bottom-left and bottom-right corners of cube compacts. ### Body — Gilroy Regular, Montserrat · `--font-body` - **Classification:** Geometric sans - **Free lookalike:** Montserrat (Google Fonts) - **Fallback:** Arial, Helvetica - **Weights:** Regular, SemiBold - **Case:** Title case - **Tracking:** Normal - **Role:** Product name with trademark symbols, shade name and weight on base labels only. ### Type Scale Sizes are cap height as a share of the reference panel: Front face of the square cream-blush cube, about 45 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | cube-wordmark | Display | Black | 18% of panel height | Uppercase | `--text-cube-wordmark` | | cube-numerals | Numeral | Black | 18% of panel height | Figures | `--text-cube-numerals` | | barrel-wordmark | Display | Black | 12% of panel height | Uppercase | `--text-barrel-wordmark` | | lid-wordmark | Display | Black | 7% of panel height | Uppercase | `--text-lid-wordmark` | | product-name | Body | SemiBold | 3% of panel height | Title case | `--text-product-name` | | shade-name | Body | Regular | 2.5% of panel height | Title case | `--text-shade-name` | | net-weight | Body | Regular | 2% of panel height | Sentence case | `--text-net-weight` | ## Structure & Materials - **Formats:** Square acrylic cube compact, Round flip compact, Slim lipstick bullet, Mascara tube and wand, Squeeze tube with soft applicator tip, Wood-look pencil, Glass jar, Dropper bottle - **Materials:** Clear acrylic, Tinted plastic, Glass - **Closures:** Lift-off clear cube lids, snap-shut round compact lids, pull-off caps on bullets and wands - **Decoration:** Direct-printed wordmark, Debossed wave motif in powder, Tonal wave pattern on tubes, Bold wave stripes on mascara ### Proportions | Purpose | Value | | --- | --- | | Cube wordmark width | Full width of the top edge, about 95% | | Pan diameter | About 80% of cube width, centred | | Barrel wordmark length | About 50% of barrel length, vertical near the base | | Lid wordmark | About 45% of compact width, centred near the hinge | | Wave stripe | About 30% of mascara barrel width per stripe | | Colours per pack | Two: lilac or shade body plus one ink | | Density | Only the wordmark on the front; product data hidden on the base | ### Shapes | Element | Shape | | --- | --- | | Cream compact | Square clear acrylic cube | | Powder compact | Round flip compact | | Wave W | Wave replacing the W | | Barrel | Slim cylinder bullet | | Lip tube | Squeeze tube with rounded applicator tip | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Clear high-gloss acrylic | Cube compacts | transparent | | Soft matte pastel | Lilac compacts, barrels and mascara | matte | | Debossed wave | Pressed powder pans | emboss | | Gloss shade-tinted plastic | Red compacts and lip tubes | gloss | ## Pack Elements ### Wave wordmark **Role:** Brand block Heavy rounded capitals with the W drawn as a single wave, in lilac (#c9a6e6) on clear or white on tinted bodies. ### Split numerals **Role:** Signature detail The two numerals of the name separated into opposite bottom corners of the cube, framing the pan. ### Clear cube **Role:** Cream format Square clear acrylic compact with a round pan filling about 80% of its width. ### Round compact **Role:** Powder format Flip compact in lilac or the shade colour, wordmark small on the lid near the hinge. ### Debossed wave **Role:** Product relief Wave motif pressed into the powder pan surface. ### Vertical barrel mark **Role:** Slim formats Wordmark running up the barrel of lipsticks, pencils and tubes in white or lilac. ### Wave stripes **Role:** Accent pattern Bold orange (#ea5427) wave bands wrapping the lilac mascara barrel. ## Do's and Don'ts ### Do - Use one soft lilac (#d7c3e8) as the constant brand colour. - Draw the W of the wordmark as a wave and set the rest in heavy rounded capitals. - On cube compacts, run the word across the full top edge and split the numerals into the bottom corners. - Tint compacts, tubes and pencils to the shade when the product is a colour family. - Deboss the wave into pressed powders. - Keep product names and shades off the front, on the base only. ### Don't - Don't print product names large on the front. - Don't use paper labels, frames or illustration. - Don't use dark or metallic components. - Don't set the wordmark in a sharp or serif face. - Don't use more than one accent pattern; the orange wave belongs to the mascara. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Lilac Haze | `#d7c3e8` | Signature component colour of the lilac family | | 1 | Clear Acrylic | `#eef0f3` | Transparent cube framing the shade | | 2 | Wordmark Lilac | `#c9a6e6` | Printed type on clear acrylic | ## Front Panel Layout 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. | Zone | Content | | --- | --- | | 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 | ## Range System 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. - Cream blush and contour = clear cube + lilac wordmark - Matte powder blush = round compact tinted red - Pressed powder = lilac round compact - Lip treatment = mauve shade-tinted tube - Mascara = lilac tube with orange wave stripes ## Back of Pack All product information sits on a small base label or the back of the component: product name with trademark symbols, shade name, net weight, ingredients on the carton, and clean-beauty and recycling marks, in a small geometric sans. - Product name with trademark symbols and shade name on the base - Net weight in grams and ounces - Full ingredient list on the carton - Sensitive-skin and cruelty-free marks - Batch code and period-after-opening symbol - Barcode and maker address on the carton ## Imagery No illustration or photography on pack; the only graphic is the wave, used as the W, as a debossed powder relief and as a stripe pattern. Product shots pair packs with swatches and swipes of the shade on white. ## On Shelf 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. ## Agent Prompt Guide Quick Color Reference: - Lilac Haze: #d7c3e8 — Signature colour of compacts, lipstick and mascara barrels - Clear Acrylic: #eef0f3 — Square transparent cube compacts that show the cream pan inside - Wordmark Lilac: #c9a6e6 — Printed wordmark and split numerals on clear acrylic cubes - Soft White: #f8f4f6 — Wordmark on shade-coloured compacts, tubes, barrels and pencils - Beach Cherry: #e0163f — Shade-matched red round compact and cream pan for red blush shades - Petal Pink: #f6cfd3 — Pale pink pressed powder seen in the lilac compact - Mauve Tube: #b27a80 — Shade-tinted squeeze tube of the lip treatment, with a tonal wave print - Pencil Rose: #b96b63 — Lip-liner barrel painted in the lead colour - Contour Tan: #c08a64 — Cream contour pan seen through the clear cube - Wave Orange: #ea5427 — Bold wave stripes wrapping the lilac mascara tube Create a square clear acrylic (#eef0f3) cube compact with a round cream pan filling 80% of its width, in a bright cherry (#e0163f) shade. Print an original short wordmark in heavy rounded capitals with one letter replaced by a wave, in lilac (#c9a6e6), across the full top edge of the cube. Split two numerals of the name into the bottom-left and bottom-right corners of the cube, framing the pan. Make a round flip compact in soft matte lilac (#d7c3e8) with the wordmark small on the lid and a wave debossed into the pale pink powder. Make a slim lilac mascara barrel wrapped in bold orange (#ea5427) wave stripes, with the wordmark running vertically in white. Image prompt: Product photo of a new makeup brand in a lilac wave style: a square clear acrylic cube compact holding a round cherry-red cream blush pan, an original wordmark in heavy rounded lilac capitals with one letter drawn as a wave printed across the top edge and two numerals split into the bottom corners; beside it a soft matte lilac round compact with a wave debossed into pale pink powder and a lilac mascara tube wrapped in bold orange wave stripes. Pastel, playful, no labels. Pure white seamless background, soft shadow, bright studio product photography. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Glossier** — Also lets one colour block code each product with very little front text, on white instead of lilac. - **Rare Beauty** — Shares soft pastel components and a sensitive-skin tone, with sculpted rounded shapes instead of cubes. - **Kosas** — Similar clean-beauty pastel and translucent components, with more metallic accents. - **Fenty Beauty** — Uses vertical wordmarks and shade-showing translucent components, in a faceted and darker system. ## 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-lilac-haze: #d7c3e8; --color-clear-acrylic: #eef0f3; --color-wordmark-lilac: #c9a6e6; --color-soft-white: #f8f4f6; --color-beach-cherry: #e0163f; --color-petal-pink: #f6cfd3; --color-mauve-tube: #b27a80; --color-pencil-rose: #b96b63; --color-contour-tan: #c08a64; --color-wave-orange: #ea5427; /* Typography — families (free lookalikes) */ --font-display: 'Nunito', 'Arial Rounded MT Bold', 'Helvetica Rounded Bold'; --font-numeral: 'Nunito', 'Arial Rounded MT Bold'; --font-body: 'Montserrat', Arial, Helvetica; /* Typography — illustrative scale, as a share of the panel (Front face of the square cream-blush cube, about 45 mm tall) */ --panel-height: 45mm; --text-cube-wordmark: calc(var(--panel-height) * 0.18); --text-cube-numerals: calc(var(--panel-height) * 0.18); --text-barrel-wordmark: calc(var(--panel-height) * 0.12); --text-lid-wordmark: calc(var(--panel-height) * 0.07); --text-product-name: calc(var(--panel-height) * 0.03); --text-shade-name: calc(var(--panel-height) * 0.025); --text-net-weight: calc(var(--panel-height) * 0.02); /* Proportions */ --cube-wordmark-width: 95%; --pan-diameter: 80%; --barrel-wordmark-length: 50%; --lid-wordmark: 45%; --wave-stripe: 30%; /* Surfaces */ --surface-lilac-haze: #d7c3e8; --surface-clear-acrylic: #eef0f3; --surface-wordmark-lilac: #c9a6e6; } ``` ### 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-lilac-haze: #d7c3e8; --color-clear-acrylic: #eef0f3; --color-wordmark-lilac: #c9a6e6; --color-soft-white: #f8f4f6; --color-beach-cherry: #e0163f; --color-petal-pink: #f6cfd3; --color-mauve-tube: #b27a80; --color-pencil-rose: #b96b63; --color-contour-tan: #c08a64; --color-wave-orange: #ea5427; /* Typography — families (free lookalikes) */ --font-display: 'Nunito', 'Arial Rounded MT Bold', 'Helvetica Rounded Bold'; --font-numeral: 'Nunito', 'Arial Rounded MT Bold'; --font-body: 'Montserrat', Arial, Helvetica; /* Typography — illustrative scale, as a share of the panel (Front face of the square cream-blush cube, about 45 mm tall) */ --panel-height: 45mm; --text-cube-wordmark: calc(var(--panel-height) * 0.18); --text-cube-numerals: calc(var(--panel-height) * 0.18); --text-barrel-wordmark: calc(var(--panel-height) * 0.12); --text-lid-wordmark: calc(var(--panel-height) * 0.07); --text-product-name: calc(var(--panel-height) * 0.03); --text-shade-name: calc(var(--panel-height) * 0.025); --text-net-weight: calc(var(--panel-height) * 0.02); /* Proportions */ --cube-wordmark-width: 95%; --pan-diameter: 80%; --barrel-wordmark-length: 50%; --lid-wordmark: 45%; --wave-stripe: 30%; /* Surfaces */ } ```