Front Row Wins Best in Packaging – Beauty & Cosmetics at the Dieline Awards for WYN BEAUTY by Serena Williams
Breaking barriers—and winning awards while we’re at it.
We’re honored to announce that Front Row has taken home 1st Place for Best in Packaging – Beauty & Cosmetics at the 2025 Dieline Awards for our work on WYN BEAUTY by Serena Williams.
WYN BEAUTY by Serena Williams was built from the ground up to perform, include, and express. From brand strategy and naming to visual identity and packaging, we partnered with Serena Williams to build a beauty brand that reflects her strength, spirit, and vision.
Building WYN BEAUTY: A Vision with Purpose
The beauty industry often forces a compromise between luxury and durability, performance and inclusivity. WYN BEAUTY refuses to choose. Created for individuals on the move, the brand was born from Serena’s desire for makeup that could keep up with her lifestyle, without sacrificing quality or expression.
With Serena deeply involved in every step, we helped craft a brand that could live up to her standards, from its name and tone to its unmistakable visual presence. WYN is more than a celebrity brand; it’s a personal, intentional vision brought to life.
Packaging That Moves
WYN BEAUTY’s packaging is as bold and functional as the products inside. The launch product—“Featuring You”, a Hydrating Skin Enhancing Tint SPF 30 moisturizer—debuted in a custom-designed glass bottle with a pump, wrapped in a bright green silicone sleeve and topped with a matching Chartreuse cap.
The bold WYN Chartreuse color cues movement and momentum, evoking the iconic color of tennis balls and reflecting Serena’s on-court energy. Gold accents and subtle netting textures reinforce the brand’s roots in sport, while pointing to a future-forward vision of beauty without limits.
Inclusive by Design
At the heart of WYN is inclusivity, not just in messaging, but in material truth. The foundation range launched with 36 shades, developed with deeper skin tones as the starting point. The brand’s clean, vegan formulations ensure performance is never at odds with integrity.
In both product development and packaging design, we stayed focused on accessibility, usability, and representation, ensuring the brand speaks to a wide spectrum of people and lifestyles.
A Win for the Team
This Dieline win is a reflection of the creative and strategic collaboration between Serena Williams and the Front Row team. We’re incredibly proud of the work put in by our strategy, creative, and production teams. WYN BEAUTY isn’t just breaking into the beauty space. It’s reshaping it with packaging that celebrates power, performance, and personality in equal measure.
We’re honored to see that recognized on a global stage—and we’re just getting started.
