ENVIE — Brand Identity & Packaging

The Challenge

To create a visual identity for ENVIE, a new lip cosmetics brand with a sensual, contemporary, and distinctive character.

The goal was to move away from the typical soft and overly “cute” beauty aesthetic and build a more mature, premium, and emotionally engaging brand. ENVIE needed to communicate self-expression, confidence, attraction, and the pleasure of feeling desirable.

The Concept

The name ENVIE comes from French and means desire — while in a different context, it can also suggest envy.

This dual meaning became the foundation of the concept: the desire to own, to touch, to be noticed, and to be admired.

The core idea of the brand is:

ENVIE — desire that leaves a trace.

This idea developed into the visual statement:

THE SHAPE OF DESIRE.

The Solution

The identity is built around the contrast between minimalism and sensuality.

Deep chocolate tones create a rich and intimate atmosphere, while warm bronze, matte finishes, and reflective sculptural details bring a tactile, almost jewelry-like quality to the packaging.

The expressive, fluid logo becomes one of the key visual assets of the brand. Combined with bold typography, minimal layouts, and editorial-inspired compositions, it creates a distinctive and contemporary visual system.

The identity extends naturally across packaging, posters, product photography, and other brand touchpoints.

The Result

The final identity feels sensual, confident, sophisticated, and slightly provocative.

ENVIE is designed to be perceived not simply as lip cosmetics, but as an object of desire — something you want to touch, carry with you, display, and experience.