The theme behind the cosmetic brand Queen West (QW) represents the trendiest part about the City of Toronto. An area that boasts local treasures, qualities and unique local businesses.

This line of cosmetics is directed towards men in their mid twenties with an interest in a simple selection of products. Items such as cologne, skin hydration and soap.

The colours chosen for the brand fit the trending themes that are part of this stretch of community. Using images carries the idea that Torontonians love their city and share photos of it through social media.

The two main components for this entire theme were colour and logotype and its representation in and around the packaging. The QW could only be displayed in the colour purple and white (on other coloured backgrounds). However the logo can be used as a pattern to get the identity across any aspect of the package, (for example, on the fancy packaging and inside the package as well).