Identité – The Bespoke Beauty and Grooming Service Powered By AI


Leading design and innovation company Seymourpowell have developed Identité, a brand-new concept that uses AI to curate and deliver bespoke collections of beauty products that anticipate your day or week ahead. Drawing on their global research into the beauty consumers of tomorrow, the app-based service uses algorithms to analyse both big data, such as climate and style trends, and personal data, such as your schedule, exercise patterns and diet. The concept marks a new shift towards AI-powered beauty and skin care.

In their qualitative research project of working with beauty influencers and experts from London, LA, New York, Rio de Janeiro, Sao Paulo, Tokyo and Seoul, Seymourpowell found that consumer behaviours are shifting in response to increasing connectivity in our everyday lives.


Mariel Brown, director of futures at Seymourpowell commented, “The beauty buyer of tomorrow has access to data like never before and knows how to use it. Our interviewees viewed their identity as an asset that could be manipulated to give them an edge. They were tapping in to information online in a hyper-strategic way to then carefully curate their looks to give themselves the greatest chance of success. In the words of one of our respondents, ‘I tend to dress based on two criteria for the day; comfort and capitalism’ “




By automating this new consumer behaviour, the Identité concept offers users all the advantage of data scanning without the hassle, pointing to a future where beauty services will be hyper-flexible, personalised and powered by AI.

The Identité service draws on three important data points to select the right products for users. It scans information on the environment to understand factors such as humidity and heat; information on you, such as your skin health and face shape; and current beauty style trends, such as what colours and effects are in season. It understands what you need and what looks good on you.

Identité would know your schedule and give you extra products to keep your skin healthy and your beauty looks on point. If you’re holidaying in Tulum, Mexico, it will provide products that match the laid back eco-chic vibe, as well as the humidity. If you’re heading to a business meeting in NYC it will ensure your lipstick colour is going to be exactly on trend, suit your colourings, and last the day. It knows your exercise routine and adjusts around it, providing vitamins and supplements to support it. The possibilities are endless.




Robert Cooper, designer at Seymourpowell commented, “Identité imagines how beauty products could be designed with the application of AI to be more responsive. Moving to an emphasis on flexibility and function, Identité explores the relationship between the power of algorithms to make decision for us and beauty products as a form of self-expression and personal identity.”

Identité’s products would be packed in perfectly portioned single use modules, made from formed paper and neatly collated into biodegradable injection-moulded fibre boxes for regular delivery. Creating fresher, more natural product formulas by reducing the need for preservatives. The result is an intelligent, sustainable beauty concept that harnesses AI to meet the needs and desires of beauty consumers of the future.

Identité is the first in a range of new concepts Seymourpowell are developing this year in response to their global research project looking at new beauty behaviours.




Designed By: Seymourpowell
Location: London, UK

from Blog – The Dieline | Packaging & Branding Design & Innovation News

Going Plastic-Free is Hard AF

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By: Casha Doemland

This past month, a few of us at The Dieline decided to take the pledge for #PlasticFreeJuly. This is the first of three articles in the series. Check back tomorrow and Friday for more!


For the entire month of July, I took the pledge to go Plastic-Free with my colleagues at work, as well as 2 million strangers from 159 countries around the globe. #PlasticFreeJuly, in a nutshell, is where individuals choose to reduce their plastic-waste footprint by opting out of using plastic. Multiple pledges could be made, from a day to a month, or you could instead choose to eliminate specific single-use plastic items like bags, bottles, straws and coffee cups. You could even go full-on cold turkey for the month by using no plastic whatsoever.

In all honesty, as much as I love Mother Earth, the idea of going plastic-free for 31 days was not my idea. My initial plan was to write a news feature recruiting everyone else to step up and make difference.  That is until my editor decided to throw me in the mix as well.

It’s one thing to raise awareness, it’s another thing to commit yourself entirely. I don’t like to fail, let alone publish my failures for all to read, and I knew going into this that I was in for a whole lot of unintentional fasting.

I conducted my research, documenting the amount of single-use plastic I used daily, and discovered a majority of it was beauty and health-related: birth control packet, makeup, face wash, toothpaste, shampoo and deodorant.

My motto is to live like you’re broke, that way you’ll always have money. But in doing this, I needed to purchase supplies. I set aside $100 for plastic-free and reusable items and purchased the bare minimum I needed—a stainless steel bento box, bee’s wraps, bamboo utensils and stainless steel straws.

I waited for July 1st to roll around, except the closer I got, the more my anxiety began to build up.

First off, I’d have to start living my life as a day to day grocery shopper because a majority of the food I buy isn’t perishable and packaged in plastic. It’s not because I don’t cook. It’s more that I never know if I’ll be sleeping at my apartment or my boyfriend’s, and I’ve watched plenty of food go to waste in the past, so much so that it’s like watching my hard earned money decompose before my eyes. Plus, with the added convenience of Postmates and take away no longer a viable option since most containers are plastic or styrofoam, I felt my stomach touch my back. It was at that moment I realized I was about to starve and that I would need to change my diet drastically for a full month.  


All of which was proven when I stepped into the grocery store on July 2nd with my new pair of eyes that screamed ENEMY every time I spotted a piece of plastic—it littered the shelves and even the produce aisle. No more snacks. No more berries. No more pasta—unless I wanted to spend all night up making it from scratch.  

From now until the end of July, my diet would consist of chicken breasts from the butcher that were wrapped up in paper, and miscellaneous vegetables. Thankfully, I had huge bags of quinoa and rice at home already.

Secondly, I was flying home to Atlanta for two weeks, and for the most part, I consider myself a go-with-the-flow-easy-breezy type of person. A people pleaser, or as they are referred to in some circles, a pushover.

But I also just learned how to raise my voice when it comes to things I am passionate about like gender equality, my opposition to the Dakota Access Pipeline, or my firm belief that In-N-Out burger is wildly overrated. Would I be able to tell my folks face to face about what I was doing and what I needed, or would I sulk in the corner?

I struck preemptively and called my parents every couple of days to low-key beg and get them to join in my efforts during the duration of my stay. After four or five persistent and insanely annoying phone calls, I succeeded.

Thirdly, I have a moon cycle, and if I’m honest, I’m not ready for switching to reusable period underwear or a menstrual cup. While I have nothing against either, I’m not entirely comfortable with those options for myself, and I enjoy the convenience of a tampon – which now has a cardboard applicator and a paper wrapping. 



My Flat-Out Failures

Sometimes, when you try your best, and you don’t succeed, you end up with a big ol’ list of failures. I should note, this wasn’t for lack of trying. In fact, for the most part, I stressed myself out trying to succeed in a plastic-free world.

I present to you a chronological list of my failures:

  • July 4: I rented a house in Palm Springs with friends, and it was my duty to bring hot dogs, buns, tequila and s’mores materials. Again, I’m a people pleaser, and while I thought about asking for a new set of items, I decided against it because I was just grateful to be part of the trip. Instead, I accepted my first “F” and drowned my guilt in poolside margaritas. But, hey, at least the tequila was from a glass bottle?
  • July 7: I bought a ritter sport because I was craving chocolate and the liquor store didn’t have any paper-wrapped sweets. Yes, I felt guilty, but the urge to eat chocolate when you’re on your moon cycle is a force to be reckoned with.  
  • July 8: I went to purchase chicken breasts from Ralph’s, only to discover the butcher closes at 9 pm and I arrived closer to 10 pm. Plastic-wrapped chicken breast it is because I needed to meal prep.
  • July 11: My boyfriend ordered me dinner, as I was stuck on my computer and refusing to leave because I needed to finish work before I left for Georgia. My meal, amazing as it was, arrived in styrofoam with plastic containers for condiments.
  • July 13: My friend gave me a water bottle and my drunk-self drunk it.
  • July 17: My dad had been sick for 13-hours, and I offered to pick up his Udon. Of course, it came in plastic. Do I get a pass for being a good, caring daughter?
  • July 23: I ordered a McDonald’s kids meal and forgot about the apple slices.
  • July 29: I ordered a cocktail, and forgot to ask for no straw. Rookie mistake.



Plastic-Free Privilege

Sustainability is a luxury.

I normally shop at a local grocery store that’s not only affordable but just a few blocks from my place. However, the only options for me were produce and canned goods. As a result, I started shopping at a new grocery store, which not only required more time to get there but more cash. This is something not everyone has the luxury of doing because they’re not thinking about their plastic-waste, they’re thinking about their next meal, and not having to drive three towns over for groceries. Also, not every store lets you buy in bulk with your own containers like Whole Foods.

A friend recommended I try my local farmer’s market as you can opt out of containers, or just return them to the vendor if you’ve brought your own. That’s all well and good if you have weekends off to go to one of those, but I typically work most weekends. Again, it wasn’t a viable option for me.

When I’m grocery shopping, I’m not just thinking about what I’m going to eat: I need to know if I’m going to have time to cook it. This month, I tried my best to meal prep so I wouldn’t stress over takeout containers or finding time to sit down at a restaurant. Ultimately I was saving money, but the only downfall is that, sometimes, there’s just not enough hours in the day to get it all done. Afterall, I work two jobs.

Lastly, you need to have the funds to get started. I’m not pinching pennies to get by at the moment, but I consider myself a budget queen and a minimalist. Having to purchase reusable containers not only hits the wallet pretty hard, but it adds a lot of clutter to your place, especially if you have roommates. All I had when we began was a reusable water bottle I got from a conference. I don’t have Tupperware or an electric toothbrush, and I don’t wash my hair with shampoo bars. Had I rid myself completely of plastic, I’d be in the hole a few hundred bucks.



Moving Forward

If you haven’t gathered this by now, I failed – belly flopped straight into the water where your body is still tingling failed.

Despite failing, I’m proud I took the pledge, and I tried my hardest to stick to it. Sure, I had a couple of mishaps, but if you compare my use of plastic to the month before, there was a significant decrease. I stopped eating out, and I go to butcher now instead of buying plastic-wrapped meats. I found different stores to buy things that weren’t packaged in plastic, with the exception of the vegan cheese I regularly devour because I’m lactose-intolerant.

All in all, I survived a month that felt beyond difficult every day. There were days where I felt anxious, days where I over thought every little thing and said no to others I wanted, and even felt like I needed. But all of that, those moments of anxiousness and bits of struggle, are part of it.  

I am capable of not using straws or single-use drinkware and bringing my own reusable shopping and produce bags. And while I’m trying to be mindful of my plastic-waste footprint and raising awareness, I admit, I am not capable of living a plastic-free life.

But that’s OK. The journey to a sustainable lifestyle is a marathon, not a sprint. It’s totally okay to take baby steps and to work at your own pace. The fact that you care enough to try at all is awesome.


Casha Doemland

LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.

from Blog – The Dieline | Packaging & Branding Design & Innovation News

This Ice Cream Packaging Was Designed To Show Some Love To Ottawa, Canada


Rethink created this vibrant branding and packaging for “Not Vanilla” a full-fledged campaign designed to draw tourists to visit Ottawa, Canada.

“This beautifully designed ice cream packaging is actually not for ice cream at all.

The 360 design helped to change the minds of Canadians who mistakenly viewed Ottawa as a vanilla place to visit.”


“In order to break through the noise of traditional tourism advertising, Ottawa needed to do something different. So, they took their greatest weakness – a misperception of being vanilla – and turned it around. Launching Not Vanilla, in all appearances an authentic new ice cream brand, complete with logo, package design, shop design, and instagram.

he design focused on the idea of discovery that is inherent to travel. The packaging paralleled the experience of visiting Ottawa, with a stripped down exterior to reflect the perception of Ottawa as bland and straight, contrasted by the vibrant and modern interior to reflect the many unconventional and exciting experiences Ottawa actually has to offer. The tactile experience of opening the box mirrored the pleasant surprise of visiting Ottawa and discovering these experiences first hand.”



“‘Not Vanilla is an audacious testament to Ottawa’s liveliness and a brilliant way to show off what our city is about to our Toronto neighbours. We want them to get inspired to come our way to discover all of the exciting experiences their capital city has to offer. The packaging was designed to do just that.’ says Michael Crockatt, President and CEO of Ottawa Tourism.

The narrative of discovery and delight was of course further supported by the ice cream flavours themselves, provided by MooShu in Ottawa.

The ice cream was given out at a pop-up on a scorching summer day in downtown Toronto. The event brought out lots of local foodies and ice cream lovers.”



Designed By: Rethink

Client: Ottawa Tourism

Location: Toronto, Ontario

from Blog – The Dieline | Packaging & Branding Design & Innovation News

El Pintor Spirits Stand Out With Gorgeous Packaging


Anagrama designed this gorgeous packaging for El Pintor, a high-end tequila and mezcal brand.

“El Pintor is a new luxurious tequila and mezcal brand, internationalizing the contemporary Mexican spirit.”





“For this project, we’ve created a clean yet lively bottle design focusing on a more pragmatic and functional layout allowing its Mexican essence to flow through its colorful accents. We based the bottle’s shape on the standard oil painting tubes. The elongated form becomes more evident in the bottle’s cap.

The striking packaging follows an inversion for the same formula. We allowed the colors to take over in a strict concise way with little silver foil emphasis creating a complimentary mood.”












Designed By: Anagrama

Location: Mexico

from Blog – The Dieline | Packaging & Branding Design & Innovation News

These Wines Honor The Chesapeake Bay’s Sea Life Through Illustration


Nestled between the Rappahannock and Potomac Rivers, and edging the Chesapeake Bay, Ingleside Vineyards is centered within a rich, beautiful ecosystem. Watermark was tasked with re-designing their ‘Chesapeake Series’ with a fresh, modern direction.




From Red Drum to the Blue Crab, each label features a different facet of the Chesapeake’s fauna, custom-painted with life-like detail. The package design continues upward, highlighting Ingleside’s coordinates on the custom capsule, and is topped with a nautical emboss. Faced forward on-shelf, you are presented with a clean, minimal design, only hinting at the experience you will receive with a turn of the bottle, encouraging you to pick it up.








Designed By: Watermark Design

Location: Virginia, USA

from Blog – The Dieline | Packaging & Branding Design & Innovation News

British Candle Brand Maiden Aims to Leave Their Mark Globally


Maiden is a candle brand with global ambitions built from the simplicity and the notion of natural beauty. Supreme—DBA landed the assignment of rejuvenating Maiden’s brand.

The global candle industry is saturated with brands from the big market dominating FMCG players. The challenge for Maiden was to create their own place in the market. Building on Maiden’s British legacy of simplicity, quality and consciousness became a natural starting point for Maiden’s updated brand identity and visual communications — with the new mature direction it has become perfectly positioned to achieve great things.



While a brand is an intangible asset, brand identity; which includes all tangible expression from packaging to websites, should uphold the same value.

Time spent in the beginning designing and developing the brand architecture, touch points, shelf presence and longevity is a worthwhile investment — Maiden produce a collection of candles with outstanding form, that is luxurious and purposeful in design. With this fusion of innovative design and bold ideas, Maiden’s candles are formatted as a series of styles that build from the curve model.



Supreme—DBA created a brand identity comprising of simplistic elements – a sophisticated and detailed word-mark, contemporary typography and a modest, deep navy hue, traditional in feel, but with a dramatic contemporary finish. The colour was the foundation for the packaging system, individual products and the brand feel.





Maiden is now able to voice externally it’s meaning, methodology, process, beliefs and ethos, that will be echoed in their visual communications — Both through its identity on and off-line. The new concept has already gained great success from wholesale and amongst consumers – both in the English home market and in Europe. These prioritised markets are the launch pad for further global growth.

‘Maiden is a thoroughly modern British company, pioneering and creating meaningful experiences with a sophisticated approach to improving on, and making our lives happier’.



Designed By: Supreme—DBA
Creative Director: Justin Barrow
Client: Maiden
Location: United Kingdom

from Blog – The Dieline | Packaging & Branding Design & Innovation News

Severo Tequila’s Labels Bring a Traditional Vibe


This tequila comes with an old school vibe. Cocoa Branding created the packaging for Tequila Severo by taking a traditional yet modern approach to the design overall.



“Inspired by the post revolutionary period of the ‘Maximato’ (1928-1934), Tequila Severo evokes that era in which Mexico underwent a profound political, economic and social transformation that shaped up its national identity.

As a result of this convulsive stage, the tequila becomes the signature national drink, largely contributing to the formation of this renewed and proud national identity.”







“We created the brand from the get-go, including the naming, paying homage to that Mexican era of profound nationalism, and for those that appreciate old-school tequila, from when things were done right, or not done whatsoever.”








Designed By: Cocoa Branding

Creative Direction & Art Direction: Rodrigo Suárez, David Zavala

Designer: Abraham Melendres

Printer: CEI Printers

Manufacturer: Marinter Wines

Location: Guadalajara, Mexico

from Blog – The Dieline | Packaging & Branding Design & Innovation News

Aluminum Tariff Raises Coca-Cola Prices 


By: Casha Doemland

Earlier this year, the Trump Administration followed through with a 25% tariff on steel and a 10% tariff on aluminum from Canada, Mexico and the European Union on national security grounds.

According to the BBC, “the tariffs hit products such as plated steel, slabs, coil, rolls of aluminum and tubes, raw materials which are used extensively across US manufacturing, construction and the oil industry.”

Last Wednesday, Coca-Cola announced they would raise their prices as a direct result of the tariffs.

“Clearly, it’s disruptive for us. It’s disruptive for our customers,” Coca-Cola CEO James Quincey said on the company’s earnings call last week. “But I think the conversations have been about how is this going to work for each and every customer.”

As the price increases in the US will not be determined by Coca-Cola, but the individual retailers, an exact dollar amount cannot be pinpointed. A spokesman for Coca-Cola said, “it’s up to them (the retailers) whether they want to pass through the increases to consumers,” which means the price could also remain the same. However, they anticipate most consumers will notice a slight shift at checkout.

Coca-Cola isn’t the only company preparing for the tariff. Caterpillar Inc., one of the world’s leading manufacturers of construction and mining equipment, is expected to add around $100 to $200 million in extra material costs.

The beer industry could also take quite the hit. According to Jim McGreevy, Beer Institute President and CEO,  brewers and beer importers could face a potential $347.7 million dollar tax, as well as 20,2091 layoffs.

Then again, Commerce Secretary Wilbur Ross thinks the outcry about steel and aluminum tariffs is “a lot to do about nothing.”

As more concrete numbers are released, major companies, as well as the countries affected, aren’t afraid to speak out against tariffs while also pointing fingers at the Trump administration.

In the meantime, someone let the President know that his 12-can a day habit just got a little more expensive,


Casha Doemland

LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.

from Blog – The Dieline | Packaging & Branding Design & Innovation News