This is one of my favorite projects I worked on in my senior year, where I was asked to create a full makeup brand from scratch along with its branding system and supporting materials. From the beginning, I really wanted the brand to feel like an experience: something soft, inviting, and warm, but still elevated and luxurious.
Instead of jumping straight into logos, I spent a lot of time exploring mood and emotion first. I pulled inspiration from beauty packaging, editorial makeup campaigns, and even natural textures and lighting to figure out what “warm luxury” could actually look like visually. That early exploration really guided the direction of the entire project.
Once I landed on a concept, I developed the visual identity, including the logo and color palette. I leaned into soft, muted tones balanced with clean typography and refined details to create something that felt calming but still high-end. A big focus for me was making sure the brand didn’t feel intimidating or overly polished, it needed to feel accessible while still aspirational.
As I built out the rest of the system, I thought a lot about how the brand would feel in real life, on packaging, in advertising, and across different touchpoints. That helped me keep everything consistent while still leaving room for small moments of personality. With this, I created the packaging for the makeup products, using the full name logo and the icon along with the dark purple color to keep the products feeling like high end products.
Finally, I created some marketing material. This consisted of a shipping box, postcard for customers, and a totebag that is commonly a gift that cosmetic companies give customers.
This project stood out to me because it felt very intuitive and expressive. I had a clear vision early on, and it pushed me to think more about emotion in branding, not just visuals.
