Esa is a high-end makeup line debuting at New York City’s BERGDORF GOODMAN department store. Originating in Africa, Esa utilizes 100% natural ingredients derived from Zimbabwe’s indigenous tropical flora.
The challenge in Esa’s brand-positioning and packaging design lies in successfully fusing primitive African tribal visual elements with high-end luxury brand-positioning, so that it reflects the natural ecological origin of Africa while befitting the high-end market positioning. After some careful research of Zimbabwean folk customs, the bottom of the packaging was exquisitely decorated with patterns often found on traditional African tribal crafts. The color of warm mocha symbolizing the vast landmass of Africa was selected as the primary color of exterior packaging, which creates a stark contrast with the pure white interior packaging and provides users with a delightful visual experience upon unraveling the contents within.