Let's glow!Looking good, feeling fabulous

Modern Expressions is beauty made to be shared. Designed to look great, boost confidence, and remain beautifully accessible, every product is created with feel-good moments in mind, for the giver, the receiver, and the planet. We believe beauty should spark joy without excess. That means thoughtful packaging, conscious materials, and design that feels as uplifting as what’s inside.

The Challenge

Create a fresh packaging identity that captures the playful spirit of Modern Expressions across both seasonal and everyday gifting. The brand champions feel-good beauty that looks great, boosts confidence, and remains accessible without costing the earth.

Design two distinct yet connected looks: One that leans confidently into the joy of the holiday season, and another that delivers a year-round, fun, feel-good appeal – creating delight whether the product is given or received.

The Solution

We developed a flexible packaging system that balances energy, optimism, and clarity, allowing the brand to shine across multiple gifting occasions.

Everyday Gifting
A vibrant mix of pastel shades, geometric patterns, and layered colour tones creates an uplifting, modern aesthetic. Contrasting elements and bold colour hits inject energy, while clean layouts and a contemporary typeface keep the range fresh, accessible, and easy to navigate.

Seasonal Gifting
For holiday, the design leans into classic festive cues – rich reds paired with green accents, playful candy-cane striping, and soft pinks, lifted with pops of yellow for added brightness. An italic signature-style font brings warmth and personality to category navigation and calls to action, enhancing shelf standout during peak gifting moments. 

"This design reflects modern beauty’s shift towards self-expression, inclusivity and joy. Bold colour, playful pattern and clean typography celebrate personality over perfection, creating a feel-good aesthetic that feels current, accessible and effortless."

George Harding - Head of Creative

The client loved their chosen design concepts and the final artworks. Now that the designs are out in the world, they’re even happier seeing everything come to life. The Walgreens team were ecstatic with the smooth process and the clear communication throughout, which helped move the artworks seamlessly from concept to completion.