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Stonebrick is a Korean make-up brand with modular lego-like packaging. The brand ethos is about creativity, play and customization. Together we created a pathway into the US cosmetics market via a retail store, series of pop-ups and new product launches.


We brought Stonebrick's playful energy to the states emphasizing the brand's ethos we positioned them as a vehicle for self-expression through creation and a state of play. Stonebrick is more than a fun brand, it's a tool for artistry where users can showcase their skills. 

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234 Canal St #112, New York, NY 10013

Stonebrick was going to need a home base. We chose to New York as the flagship location because it is ranked the #1 most creative city in America by Creativity and the presence of a creative culture was an important factor because we want to place Stonebrick stores in locations where self-expression are valued and means of self-expression are sought.


We chose to place the flagship in Koreatown alongside other K-beauty US flagships where it could easily be found by those searching for Korean products. 

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Custom Color

The store will feature a Custom Color bar where customers can have any shade of lip, cheek or face product made to their desired specification or color needs.


The technology was created by Pantone and previously used by Lancome. CustomBlend products come in signature white and clear packaging instead of the colorful matching packaging currently used. The custom blend products also include Stonebrick's plug system so they can be added to Stonebrick plates. 

The Pop-Ups

Stonebrick will also host a series of pop-ups in the country's other most creative cities. Each pop-up will host a local creative with a custom, limited edition make-up collection.

Pop Up 1

San Francisco, #2 Most Creative City

Collab with: Nava Rose, Fashion Influencer

Because Stonebrick's core message is about creation and play - Stonebrick's influencers will be from a wide variety of creative fields be it fashion, make-up/beauty, fine art or even tattooing!

Pop Up 2

Portland, #6 Most Creative City

Collab with: Kailey Flyte, Make-up Artist

Pop-ups can also help Stonebrick gets a sense of regional tastes, build awareness, and help them navigate where they can build their next retail experience.

Pop Up 3

Washington, DC,  #11 Most Creative City

Collab with: Imani Brown, Tattoo Artist and Fashion Designer

Old and the New

The Details


Chelsie Kelly, Copywriter


Cinema 4D

Adobe Photoshop

Adobe Illustrator


Retail Design

Experiential Design

3D Design

UX Strategy

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