Dreamjar for Swiss Beauty Craze

How we used duality to design for the multitasker generation.

About

Swiss Beauty is one of India’s fastest-growing beauty brands, known for creating affordable, high-performance products tailored for Indian skin tones and styles. The brand blends international quality with local relevance, offering makeup that is innovative, dependable, and made for everyday use.

BrandingVisual Communication

Detailed Scope

Brand Naming
Brand Strategy
Visual Identity Design
Logo Design
Packaging Design System
Art Direction
Brand Language
Brand Guidelines

Winner

Challenge

Swiss Beauty wanted to launch a new range of multi-purpose products for young women on the go. The collection needed to suit a fast-paced, multitasking lifestyle while standing apart from the parent brand’s elegant, understated identity. It required a visual identity system that was bold, functional, and built for self-expression.

Solution

Dreamjar developed a new identity system inspired by duality and versatility. From naming the range Craze to designing its Swiss-inspired logo, vibrant colour palette, and illustrated character series, every element reflected energy and purpose. The two-tone packaging and adaptable layout gave the brand a strong, recognisable presence across every format.

Swiss Beauty wanted to create a makeup range that could keep up with the next generation. Women who juggle work, coffee runs, late nights, and last-minute plans without skipping a beat. They envisioned a collection of multi-purpose cosmetics that were quick, expressive, and effortlessly fun. But this new collection needed a voice of its own. The parent brand spoke with elegance and restraint, while this idea called for something far more playful and unfiltered. It needed a visual identity that felt young, confident, and full of life. Our role was to build that voice from the ground up, defining how this new world would look, sound, and feel for the multitasker generation.

We called it Craze.

It felt right from the start. A name that carried energy and attitude. Craze had a pulse to it. It sounded young without trying to be, and confident without needing to shout. It spoke to a generation that lives in flux, balancing work and play, trends and individuality, calm and chaos. The word also reflected what the range stood for: multi-purpose products that could do more than one thing, for people who do exactly that. It was bold and instantly memorable, much like the world it belonged to.

While the parent brand carried Swiss in its name, its design language had never embraced the true essence of Swiss Design. We saw this project as the perfect moment to introduce it, bringing relevance and structure. Every element was shaped by that thought, precise in form yet spirited in expression. Whether it was the logo design or the visual identity that followed, the discipline of Swiss Design became our foundation, and the youthful chaos of Craze gave it soul.

Dual. Dynamic. Designed to multiply.

Every product in the range carried more than one purpose. A liner that was thick on one side and thin on the other. A lip duo that could take you from day to night. Each one built on the idea of duality, two sides working together to create something more. That became our creative foundation. If the products could multitask, the design system needed to do the same. We built the visual world around contrast and connection: two colours, two moods, two characters, always different yet always in sync.

But duality was only the beginning. The more we explored, the more it evolved into something larger, a system that could shift, adapt, and multiply. From duality came variety, each expression unique but part of the same story.

Because she could be anyone.

We wanted the new range to feel human, not just in what it offered but in how it expressed itself. That thought led us to a character who could embody its world. She was bold, expressive, and full of personality, a muse who could adapt, transform, and capture the spirit of the people she represented.

We created eight illustrated versions of her, each with its own mood, story, and sense of style. One was ready for a night out, another for a meeting, another for the moments in between. Together, they became a celebration of individuality and self-expression, mirroring the energy of those who use the products. Her design captured the core idea behind the range: multi-purpose, multi-mood, and made to move with you. She wasn’t just an illustration; she was a personality, a feeling, and a reflection of every kind of beautiful.

Across packaging and brand collaterals, she brought warmth, relatability, and a touch of play to the structured precision of Swiss Design. In a world of grids and geometry, she became the spark of life that tied it all together.

The art of being seen. The science of being remembered.

For a range made to multitask, the packaging needed to do the same. It had to feel bold enough to catch attention, yet structured enough to stay timeless. We built a system that could flex, adapt, and still stay unmistakably Craze.

Each pack played with two solid colour blocks, split either horizontally or vertically. One hue met another, creating contrast, rhythm, and movement. Between them lived our illustrated muse, appearing in different avatars, outfits, and moods. She became the personification of the idea itself, celebrating how beauty takes many forms and how one product can serve many moments.

Every colour, every stroke, every composition carried intent. The outer box celebrated playfulness with dual tones and illustrations, while the inner pack stayed sleek with a single colour and the logo in solid. The result was packaging that was designed to be noticed first, remembered later, and loved for a long time after.

The method in the madness.

There was a moment when everything found its rhythm.
The dual colours, the illustrations, the grid came together as one. They stopped being individual ideas and started behaving like a system.
We built a design framework rooted in logic, clarity, and play. The madness made sense, and the method held it all together.

The Four-Point Star

A simple mark that carries memory. The star appears across the packaging as a recall element, always matching the size used in the logo. It reinforces familiarity & serves as a quiet brand signature.

Two-Tone Structure

Every outer pack is split into two solid colour blocks, maintaining the visual metaphor of duality. The divide strengthens brand recognition and reflects how each product serves more than one purpose.

The Illustrated Muse

An evolving character system with eight avatars and multiple colour sets. It keeps the brand expressive while allowing thousands of unique packaging combinations for future products.

Alt Logic

Each illustration uses inverted colours against its background, creating energy through contrast. The interplay between hues adds vibrancy and depth without chaos.

Dynamic Layout

The typographic layouts adapt to the proportions of each pack while staying aligned to the grid. This flexibility gives every format its own expression while keeping the brand consistent.

Color System

Each colour pairing follows a defined logic. The outer packs stay dual/multicolour & loud, while the inner packs remain solid & minimal.

Craze became a craze.

The response was instant. The range stood out on crowded digital shelves, drawing people in with its colour, confidence, and unique character. It sparked conversations across social media, catching the eye of consumers and creators alike.

The launch generated an immediate wave of attention, as early buyers shared unboxing videos and influencers reviewed the products. Feeds quickly filled with reels celebrating their design, packaging, and dual-purpose features. The buzz grew naturally, driven by curiosity and word of mouth. Many of the products continue to sell out regularly, becoming everyday essentials in makeup kits across India.

Good design doesn’t end at delivery. It continues in the hands that use it, the posts that share it, the moments it quietly fits into. Craze found that rhythm. It became part of people’s lives. And that’s where it found its meaning.

The project went on to win India’s Best Design Award 2024 for Brand Identity and Packaging Design, recognising the success of Swiss Beauty Craze as one of the year’s most distinctive beauty branding stories.

All Work

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