Sushy Glow Cosmetics: Brand Identity Redesign
A self-initiated redesign of Sushy Glow Cosmetics, a makeup brand known for gothic, vampire, and fantasy-inspired products. Built on self-love, expression, and individuality, the brand treats makeup as a form of emotional empowerment and creative storytelling. This redesign translates that mission into a cohesive visual identity.
YEAR
2025
INDUSTRY
Beauty
TECH STACK
Adobe Illustrator
Procreate
Canva
Loveable (mockup generation)
MY ROLE
VISUAL IDENTITY DESIGN
LOGO DESIGN
BRAND RESEARCH
CREATIVE BRIEF DEVELOPMENT
The Challenge
Sushy Glow Cosmetics has a bold brand concept, but its logo, typography, and color palette don't fully reflect it and are inconsistent across touchpoints. The lack of a cohesive visual identity risks the brand's recognition, credibility, and connection with its audience.
The Strategy
Rather than reinvent the brand concept, the strategy was to make the visual identity express it more clearly and consistently. Research of the brand's values, digital presence, audience, positioning, and perception shaped a design brief, and every design decision was measured against it.
The Solution
I refined the logo, typography, and color palette to reflect the gothic, vampire, and fantasy-inspired concept. The results pair dark, moody tones and fine, intricate detailing with type that nods to gothic lettering. To extend the system, I also designed a monogram for recognition at any scale.
Current Brand Identity
The Redesign
MOODBOARD
HAND SKETCHES
DIGITAL SKETCHES
The refined logo evolves the current mark to reflect the vampire, fantasy, and gothic-inspired identity in the detailing and type. The monogram is built from the logo's core elements for recognition and scalability across platforms and products.
MAUVE DUSK
#6F6A7E
DARK CHOCOLATE
#280E0F
CRIMSON BERRY
#811748
PRISTINE WHITE
#FFFFFF
LOGO
HEADING
BODY
