Rebrand

In 2010 Urban Decay rebranded themselves through packaging quality of products and even the makeup counters. They wanted a more sophisticated feel to the brand. Yet still keeping their signature colour purple just not making it as intense as the original designs. A concept to keep the feel of the urban through pictures and etching in glass yet make it more appealing and sophisticated with a great visual impact. 

The one of the left is the new packaging the one on the right is the old. The new packaging is sleeker and looks better quality there is also a choice to pop the eyeshadows out easily and add them into your own custom palette.( these palettes you can buy separately at the counters.) 

Urban Decay changed the packaging of there primer potion as a lot of product was being wasted. They canted the bottle to a tube instead.