Cosmetics and the autobahn


These lipstick and mascara tubes from Korres, use the typeface DIN. The stark design of white type on a dark brown background, provide information about what is inside the tube.

This is unusual in cosmetic packaging that typically provides little in the way of clues as to content and is primarily about branding the product.

Arguably, the presentation of that information is the unique branding element that sets the Korres brand apart from its competitors.

From my perspective what is of interest is the origin of the typeface DIN,* which is defined in this Wikipedia link. DIN was originally introduced in 1905 for use by the Prussian Railway system, and has subsequently been used on motorway signage.

It’s notable that a typeface designed for technical documents and the need for high visibility in roadway signage has been deployed on the Korres brand of  makeup packaging.

Related links:

*DIN: Deutsches Institut für Normung (German Institute for Standardization)

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