Barry M Packaging
Overview
Packaging design for Barry M was created to support the brand’s bold, on-trend, cruelty-free cosmetic ranges across face, eyes, lips and nail products. Barry M is a British colour cosmetics brand known for fearless colour and accessible price points, with a strong UK high street presence.
Context
Since 1982, Barry M has championed vibrant colour and unapologetic self-expression with accessible, trend-led products spanning eye, lip, face, and nail categories. The brand’s broad distribution includes major retailers and online channels, strengthening its position in the mass and high-street cosmetics sector while staying distinct for its cruelty-free credentials and dynamic tone.
Objectives
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Create cohesive packaging systems across nails, makeup, and beauty products
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Enhance product clarity and appeal for a youthful, trend-aware audience
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Ensure designs work across primary (product units) and secondary (outer boxes, trays) elements
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Deliver production-ready artwork aligned with retail requirements
BETH FOX FULLER
Concept & Approach
Design focused on expressing Barry M’s bold, colourful personality while improving navigability across product categories. Colour and typography were used strategically to support quick shelf identification and reflect category cues (e.g., vibrant colourways for nail paint, energetic graphics for makeup). The systems were flexible to accommodate a wide SKU count and seasonal drops, while the packaging structure emphasised clarity of benefits and visible active cues in a crowded retail environment.
Execution
Deliverables included:
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Primary packaging artwork for nail polishes, lipsticks, eyeshadows, mascaras, and skincare
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Secondary packaging design for cartons, trays, and multi-item sets
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Defined colour coding and typographic hierarchy to support range navigation
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Production-ready files prepared to meet manufacturing and retail specifications
Outcome
The final packaging system strengthened Barry M’s identity as a fun, fearless beauty brand, supported clear communication of product purpose, and improved consistency across categories. Designs balanced on-trend visual language with practical production constraints, helping Barry M stay competitive within its core high-street and online retail channels.
