584 Broadway, Suite 801, New York
New York
United States
+1 212 633 0336
Employees: 11 – 50
Beverages Body Other Markets

Established was set up in 2007 by Sam O’Donahue and Rebecca Jones. A full-service boutique agency, Established offers graphic design, branding, art direction and package design, with a track record of creating highly-successful, award-winning global brands for a wide range of clients.

Marc Jacobs Beauty

Marc Jacobs and Sephora asked Established to create a line of shiny, beautiful products that every woman would want to hold in her hand and not put down. Something that was "just lovely." The result is a line of beautiful, fluid shapes in a high shine inky black lacquer finish. The sensual, complex curves of the products and unexpected proportions result in a collection that is both simple and thoroughly modern. Every detail was meticulously considered from the ultra thin frame-around mirrors to the layout of the makeup or an oversized button.

Fenty Beauty

Established is delighted to share our new range of cosmetics for Rihanna: Fenty Beauty. We developed the entire packaging range, the identity, and graphic design language.


Established created a new brand of cosmetics for Korea's largest retailer, Emart (part of Shinsegae Group). The idea behind the line is to allow the customer to buy a tailor-made set of cosmetics in a playful, fun and joyful way. In designing this new line, Established has developed the first fully customizable makeup range with individual components magnetizing together to create custom collections. Individual eyeshadow bricks magnet onto a choice of base sizes allowing the consumer to create their choice of palette. Lipsticks and face products also magnet together in different combinations for endless possibilities, collectibility, and fun. We designed ever aspect of the brand including packaging, graphics, identity, campaign photography and video assets as well as in-store look and feel.

VYVYD Studio

Established created a new brand of Korean cosmetics called Vyvyd Studio. The name reflects the line's emphasis on bold color which is enhanced by the intricate lenticular design of the packaging that creates a pop! In designing the packaging, graphics and identity, as well as doing all the art direction, naming, launch campaign and videos, we truly created this brand from the ground up.


In 2009 Established created the original Svedka packaging. In 2013 Established redesigned Svedka's entire product range. Using a ground breaking approach, we used super saturated colors throughout the range by creating an innovative shrink wrap technique. The strong color perfectly reflects the bold attitude of the Svedka brand, while ensuring that the bottles pop off the shelf. The shrink wrap innovation also allowed Svedka to launch special edition flavors throughout the year or to react to changing market trends quickly and at low cost. In our long-standing relationship with this ground-breaking vodka brand, Established has created a multitude of limited edition bottles and the annual Stars and Stripes edition.


Established created Athé, a new naturally-focused, organic and vegan beauty brand of cosmetics and skincare for South Korean fashion giant LF Corp, including logo, graphics, packaging and branding. The brief was to create a brand of packaging which, like clothing, engendered an intimate relationship between the customer and the product. The curvaceous structures are designed to be organic and feminine, purposefully indenting where the product is held to create a sensual connection between user and product. The connection to clothing continues with the ribbon detail used to open the lipstick and the embossed line of thread on the secondary packaging.

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Mr Sam O'Donahue
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