TONEWORK was created as a new customized makeup cosmetics brand by integrating Amorepacific’s customized cosmetics brands Base Picker and Lip Picker.
Based on the most advanced skin tone diagnosis algorithm and AI coloring technology, Tonework provides a 1:1 personalized service where robots manufacture makeup
products in less than 10 minutes. The Tonework brand design aims to convey the value of inclusion of all people regardless of age, race, and gender,
and the value of a brand that scales without boundaries, based on highly technical skills.
Design Concept
Tonework’s slogan, ‘YOUR TONE, YOUR AUTHENTICITY,’ embodies our mission to find each person’s optimal color and let their unique beauty shine.
While many custom product designs have historically felt cold or futuristic, Tonework’s design is centered on the principle that our technology
serves the individual, aiming to create a sense of contemporary empathy. This balance of technology and emotion is expressed through
all branding elements—from the wordmark and symbol to the container shapes, colors, and finishing—all realized with modern typography and layouts.
SYMBOL & WORDMARK
The brand wordmark uses a semi-serif font to create a refined and delicate impression, while curved elements add a soft sense of balance.
The symbol is a geometric interpretation of the brand’s first letter, ‘T,’ formed from a circle and a square. This gives it a bolder image
than the wordmark, and a star shape at its center symbolizes the brand’s guiding philosophy.
Primary Packaging
The product containers use a neutral yet warm ivory as the primary color, finished with a semi-matte coating. This combination enhances the appearance
of the diverse makeup shades inside while providing a soft, natural tactile experience. For the foundation, which required a custom mold, the brand
symbol is embossed in the center of the cap, while the wordmark is vertically aligned on the front. This creates a poetic layout with ample negative
space. On the cushion and lip gloss, the symbol and wordmark are silk-screened in the same ivory as the container, creating a subtle sense of depth through the contrast of matte and gloss textures.
Eco-friendly considerations
Because Tonework products are custom-made, they are produced only upon order, not in bulk. This means we do not maintain excess inventory that could lead to future waste
or encourage overconsumption through sales. The outer caps of the foundation and lip gloss are made with 50% post-consumer recycled (PCR) plastic.
All three product formulas are certified vegan, and the paper packaging is printed with soy ink on FSC-certified paper stock.
Secondary Packaging
The paper packaging for Tonework features the brand’s philosophy arranged vertically in various fonts.
This design encourages the text to be perceived as a graphic image rather than simply read, creating an aesthetically beautiful object.
A neon yellow is used as an accent color to add a touch of vibrancy. The brand symbol is embossed on the top of the package, and the product type is also indicated in Braille on the side for accessibility.
After production, a custom-made label with manufacturing information is applied, allowing each customer to check their product’s unique expiration date and even print their initials on it.
Visual Directing
To emphasize the containers’ simple, delicate forms and the diverse colors within, our product photography used a horizontal arrangement, as if the items were emerging from a conveyor belt.
We utilized long shadows and positioned the containers at various angles to capture the embossed details and create a glowing effect.
The paper packaging, with its iconic typography, was photographed in structural stacks. For our portrait photography, to express the brand’s commitment to diversity, inclusivity,
and boundless beauty, we featured models of various ethnicities in natural poses with their skin touching.
