The Sentiment Collection

The seven sins inspire the sentiment collection. A makeup collection designed to serve as an emotional journey of mood & desire, expressed through seven distinct lines, each with seven products.

The seven sins is usually associated with dark, dramatic themes. Since the collection was aimed to be launched in Spring, we decided to take a colorful and bold approach instead. We applied a unique color palette to each of the seven sins, combining opposites and shades.

The logo makes emphasis on the strength and sound of the word sentiment. We chose a bold, tall, and compressed look (using Druk family as the main typography) to make a statement on each of our applications. The wordmark works both as a logo and as a background texture.

We built the packaging around the strength of the word itself. The wordmark wasn’t just a logo, it became the main graphic tool. We cropped it, scaled it, repeated it, turning it into textures and patterns that formed the visual backbone of the entire system.

Each product line was assigned a custom Pantone palette. This not only made each variant easy to recognize but also introduced a bold use of color that stood in deliberate contrast to the traditionally dark and heavy aesthetic of the seven sins.

The project was done for Teeez Cosmetics.

Creative Direction: Heath Broussard
Art Direction and Design: Alex Aráez
Photography Direction and Styling: Ashley Schulzetenberg