03 · Beauty · Identity, packaging & campaign

Antiq

Make up that doesn’t look like make up — and a brand that doesn’t look like beauty.

Year: 2026
Sector: Beauty essentials
Scope: Strategy, identity, packaging
Also: Art direction, merch, campaign

Antiq blush drops lined up in a fridge door — Blush drops 01—04 · kept cold, like something you'd actually use

The idea

Beauty had gotten loud. Antiq had to feel like a pharmacy shelf you inherited.

Apothecary bottles, clinical labels, a wordmark set in wide, quiet letterforms. Nothing glossy, nothing shouty — the kind of object that looks better after a few weeks on your nightstand. The whole system is built so the product disappears into your life instead of announcing itself.

Antiq paper bag held in the sun — Retail bag

Drops

001 — 002

Launch teasers built entirely from shadow: the silhouette of the product cast on concrete, numbered and released without a single beauty shot.

“i want make up that doesn’t look like it.”

The line came out of a customer interview and never left. It became the tone of voice, the merch, the caption, the whole argument.

Antiq embroidered cap reading wearing make up no make up — Wearing make up, no make up

Campaign & art direction

2026

Girl dinner plate with blush drops — Girl dinner · blush as the only course

Antiq brushes in a striped ceramic cup — Tools, in the wild

Antiq compact on a Comme des Garçons book — Placement, not product shots

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