Sushy Glow Cosmetics: Brand Identity Redesign

A self-initiated redesign of Sushy Glow Cosmetics, an indie makeup brand known for its 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.

CONTEXT

Self-Initiated Project (not affiliated with Sushy Glow Cosmetics)

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 are inconsistent across touchpoints and don't fully reflect that concept. This lack of a cohesive visual identity puts the brand's recognition, credibility, and connection with its audience at risk.

The Strategy

Sushy Glow's brand concept is already clear: gothic, fantasy-driven makeup rooted in self-love, expression, and individuality. Rather than reinvent it, the strategy was to keep that foundation and make the visual identity express it consistently. A brand audit of the brand's values, positioning, digital presence, audience, and competitive landscape shaped a strategic 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 world the brand already sells. The results pair dark, moody tones and fine, intricate detailing with elegant serif type that nods to gothic lettering. To extend the system, I designed a monogram for recognition at any scale and developed website and product mockups that show the identity at work.