DOMINO – cosmetic brand branding and web design

Brand brief and concept

Introduction

DOMINO represents the branding of a cosmetic and perfume brand, including logo design, perfume packaging design, and web design. The goal of the project was to create a complete visual identity that connects minimalism, luxury, and a darker neon aesthetic. The result is a brand system that feels highly professional and realistic — from the logo and packaging to the digital interface.

Project brief

To create a cohesive visual identity for a fictional perfume brand targeting women aged 20–60, distinguished by a combination of clean design, a mature tone, and modern neon accents.
The key objective was to design a brand that feels authentic and could realistically exist on the cosmetic market.

Concept & tone of voice

DOMINO represents the contrast between light and darkness, subtlety and intensity.

The tone of voice is:

• modern
• minimalist
• confident
• luxurious, yet understated

All visual elements reflect a combination of matte black, glassmorphism, and subtle neon accents, giving the brand a contemporary aesthetic without harsh technological overtones.

Logo design inspired by domino tiles

DOMINO logo & logotype

The DOMINO logotype is built directly from the brand name, with its construction based on the symbolism of domino tiles. The anatomy of individual letters is designed as a system of blocks evoking standing, falling, and leaning domino tiles viewed from the side. This principle creates a visual rhythm and subtle motion, referencing dynamism and continuity — similar to perfume layers and the evolution of a fragrance over time.

In the letter “N”, traditional strokes are replaced by dots symbolizing the numerical markings found on domino tiles. This detail functions as a hidden yet legible conceptual element, enhancing memorability and adding character to the logo.

To balance the geometric foundation, elegant serifs were introduced into the logotype, softening the technical structure of the letters and giving the brand a luxurious, mature, and sophisticated expression. The result is a logotype that combines minimalist construction with subtle decorative qualities, functioning effectively in both print applications and digital environments.

The logo was designed with a strong emphasis on adaptability — from small-scale applications (business cards, bottle prints) to dominant usage on packaging, bags, and the website.

Perfume packaging design

Both boxes and bottles use a combination of:

• matte black textures and subtle neon gradients,
• a minimalist approach,
• neon accents for individual collections, referencing domino numerals.

The result is a visually strong, cohesive packaging system with a high level of realism.

Logo application and branding

The business card design works with a dark background, contrasting typography, and subtle glassmorphism.
The goal was to create an elegant, professional touchpoint that represents the brand’s character from the very first interaction.

Cosmetic brand web design

The project also includes the design of the DOMINO brand website.

The web design is based on:

• a full-dark interface,
• minimalist typography,
• glassmorphism,
• subtle neon indicators,
• visually striking hero sections.

The website structure feels professional and clean, and is prepared for an e-commerce context. Both the copy and layout are aligned with the brand’s tone of voice and support its premium positioning.