BLUUM is a youth-first foundation concept developed by Jarsking — built around the 30ml Glass Square Cube Foundation Bottle and brought to life through a system of color-coded collectible caps, inclusive shade ranges, and a brand identity designed to make a first makeup moment feel like a discovery, not a decision.
Concept Narrative
The brief was clear: design a packaging format that a 14-year-old would want to collect, a 20-year-old would want to carry, and a brand would be proud to launch. The answer was the cube. Compact enough for a pocket, graphic enough for a shelf, and distinct enough to become the recognizable object of a generation’s first makeup ritual.
BLUUM’s visual language layers candy-saturated cap colors over a frosted glass cube body — each cap signaling an undertone family without a shade chart, a beauty counter, or a second guess. The packaging does the navigation work so the brand can do the emotional work.
The BLUUM symbol is a wordless identity system: a circle on an arc, with a small directional arrow — structurally referencing Venus symbols and human figure icons, but simplified into a mark that reads as person, as skin, as movement.
The BLUUM wordmark is set in a rounded, bold display typeface with generous character width — confident, approachable, and legible across digital and physical surfaces. The deliberate double-U spelling of “BLUUM” visually rhymes with the double-bubble of the icon, reinforcing the brand’s circular, inclusive visual logic.
The signature gradient — burgundy, rose, teal-blue — reflects the brand’s undertone family system, designed to feel warm to every consumer it meets.
The BLUUM campaign starts where every great first beauty moment starts — between two people who share something. Not a product that lives alone on a shelf, but one that travels, gets passed across a lunch table, and shows up in someone else’s hands before making it back to yours.
BLUUM lives in the spaces where first beauty moments actually happen: bedrooms, locker rooms, group chats. The brand visual system was designed to perform in both the high-energy world of social media and the intimate context of a real-life ritual.
The BLUUM Cube Drop ecosystem extends beyond the bottle. The velvet BLUUM bag — shown here with gold embossed lettering — suggests a gifting and accessory layer that turns the product into a full moment. A cube for your shade. A bag for your kit. A photo to mark the memory.
The BLUUM cube was designed to go wherever you go. At 30ml, it slips into a back pocket, a tote, or a tiny bag without taking over your day.
The 34×32mm front panel carries the BLUUM wordmark in UV spot gloss on matte white stock, while the back panel provides dedicated space for full product information, ingredients, and usage details.
The BLUUM Cube Drop is a sheer-to-deep buildable coverage foundation — designed to photograph like real skin and feel like nothing at all.
The frosted glass cube body of the Jarsking 30ml bottle makes the formula visible before the first use, builds anticipation, and communicates freshness throughout the product lifecycle. The consumer always knows what’s inside, how much remains, and what shade they’re reaching for.
The Cube Drop Collection was architected around the principle of navigated inclusivity — a system where the packaging itself performs the shade-matching function, reducing the consumer’s cognitive load at the point of purchase.
Twelve SKUs are organized across four undertone families:
• Cool Ivory (C1–C3) — Dusty Teal cap (#8AABAA)
• Neutral Beige (N1–N3) — Dusty Rose cap (#C09292)
• Warm Honey (W1–W3) — Creamy White cap (#EDE3D0)
• Deep Cocoa (D1–D3) — Deep Burgundy cap (#7A2B32)
BLUUM’s digital storefront was designed to extend the shade-navigation logic of the packaging into the online shopping experience.
The website visual language mirrors the campaign: warm, inclusive imagery, large shade swatch photography, and editorial-quality product shots that show the cube form in context. The result is a digital experience that feels like the brand — not like a generic beauty store.
For brands working with Jarsking on custom cosmetic packaging, the BLUUM concept demonstrates how thoughtful structural packaging design — the cube, the cap system, the clear glass — creates content and navigation assets that extend far beyond the physical product.
BLUUM’s channel strategy was built around one insight: the first-makeup consumer doesn’t discover products in beauty aisles alone. She discovers them in her TikTok feed, in a gift from her mother, at a school event, and through the skin of someone she follows.
The BLUUM Gift Set is a complete gifting system: a rigid red box housing three undertone-matched foundation cubes in a pink satin tray, a branded message card, and — for seasonal or limited editions — the BLUUM Heart Mirror, a collectible sculptural mirror with concentric heart detailing and an arrow pendant referencing the BLUUM icon.
The secondary packaging was designed to communicate occasion, ownership, and brand affinity simultaneously. The rigid box carries the BLUUM identity through embossed silver wordmark on the lid. The satin interior elevates the unboxing moment. The heart mirror transforms the set from a functional product into a branded object with shelf-life beyond the formula inside.
From a packaging development standpoint, this system demonstrates Jarsking’s capability to develop fully integrated gifting formats — rigid boxes, molded interior trays, branded accessories, and coordinated decoration finishes — from a single concept brief through to production-ready execution.
The BLUUM retail pop-up — a heart-shaped glass pavilion designed for school plazas and brand activations — brings the cube experience into the real world.
BLUUM is a Jarsking concept case study, not a client project. It exists to show what becomes possible when a packaging manufacturer thinks like a brand agency — delivering a launch-ready foundation concept complete with product line, packaging system, channel strategy, and visual identity.
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