Sigma Switch

My Role: Packaging Design · Creative Direction · Photo Art Direction · PR Kit Design · Visual Merchandising · Retail Display Design

Making an unfamiliar product instantly understandable

Sigma Beauty's Sigma Switch was a new type of cosmetic tool designed to quickly remove makeup pigment from brushes. Because consumers weren't necessarily familiar with how the product worked, the packaging needed to communicate its function immediately while making the product itself feel approachable and interactive.

I developed the packaging strategy around product demonstration, using in-use photography, step-by-step instructions, and a die-cut opening that allowed consumers to touch the soft silicone surface — turning the package itself into part of the product experience.

I extended the same functional storytelling into the launch PR kit, creating and art directing photography and packaging for a travel-size version that was distributed to 200 beauty and lifestyle influencers.

I also designed a flexible paperboard retail display with a compact, shippable construction and interchangeable product cavities, allowing retailers to customize their assortment while maintaining a consistent Sigma Beauty presence.