⧁

Project

Welcome to The Benemart!

⧁

Client

Benefit Cosmetics

Market/Location

Global

Creative Direction

Susan Kwon
Diana Hong-Elsey

Graphic Design/
Illustration

Maria Elena Wong

Print Production

Maria Wong
Mia Rogers
Cyrene Mary
Marley Thuma

Copy

Reina Danzy
Alisha Pagano

*Art and Photos are property of Benefit Cosmetics*

⧁

Background
Benefit wanted to shake up the holiday category by reimagining their usual holiday collection into something fresh and surprising, like strolling through a supermarket aisle during the festive season. The concept was to merge the everyday, something universally familiar, with the magic of the holidays.

⧁

Strategy

The approach was to design packaging that draws inspiration from everyday grocery staples like mac & cheese, cake mix, and eggnog boxes, but with a festive, Benefit twist. A vibrant, bold color palette was paired with playful graphics and metallic accents to infuse a touch of holiday magic into the collection. To keep things unexpected, different materials were chosen—imagine a potato chip makeup bag and a set of sardine tins—transforming packages into keepsakes and adding an element of surprise. So grab your cart and fill it up with holiday joy!