2D4 is a cosmetics brand which wants to position itself on the heavily saturated Korean cosmetics market. Alongside the main target group of 15 to 24-year olds, it also aims to target potential customers from other age groups with a new brand design. Based on the findings of a survey of the younger target group, it turns out that in addition to trendy product styles they also desire classic and luxurious designs which are used by adults. As a result, “classic”, “pop” and “young” were the keywords in terms of colour, material and finishes. Black stands for clarity, the hologram adds a hint of glamour and the translucent texture relates to flawless skin.