Sushy Glow Cosmetics Brand Identity Redesign
Self-initiated brand identity redesign for Sushy Glow Cosmetics, a cosmetic brand known for their magical, gothic, vampire, and fantasy-inspired products at affordable price points. They offer a range of lip, face, and body products, including their signature "Bloody Lip Tint". Rooted in themes of self-love, expression, and individuality, Sushy Glow aims to transform makeup into a form of emotional empowerment and creative storytelling, encouraging users to bring their fantasy worlds to life and express who they are and who they want to become.
My Role
Brand Designer (Strategy & Visual Identity)
Scope
Research
Brand Strategy
Logo Design
Visual Identity System
Art Direction
Industry
Cosmetics
Project Context
Self-initiated design project
Year
2025
Tools
Adobe Illustrator
Adobe Fonts
Procreate
Canva
Challenge
Despite its empowering, unique, and creative brand concept, Sushy Glow Cosmetics' lack of a cohesive visual identity poses challenges to its opportunities for growth, weakens brand recognition and credibility, and diminishes their emotional connection with their audience.
Current Logo
Current Website
Product Images
Process
Week 1 Research, Discovery & Concept Development
Conducted a brand audit, analyzing brand values, mission, positioning, business objectives, visual identity, digital presence, audience profiles, and competitive landscape
Identified gaps in visual consistency and an opportunity to redesign the logo to better align with the brand identity and resonate with target audiences
Synthesized insights into a strategic design brief
Week 2 Logo Exploration
Developed moodboards expressing a gothic, fantasy-driven aesthetic, exploring typography, color palettes, symbolism, and composition
Hand-sketched 3 initial concepts for a refined logo
Scanned sketches and transitioned to Procreate to draw clean, polished digital sketches
Evaluated concepts based on brand alignment, visual craft, distinctiveness, and scalability
Presented designs to peers with interest in beauty and cosmetics to receive feedback
Week 3 Iteration & Final Design System
Selected and refined the strongest logo direction
Established supporting visual elements, including color palette and typography to create a cohesive, distinct visual design system
Designed a final logo on Adobe Illustrator, as well as a monogram to ensure scalability across platforms
Designed a website mockup on Figma, ensuring alignment with the refined visual identity system
Hand Sketches
Moodboard
Digital Sketches
Proposed Solution
Logo Redesign
A refined logo that transforms their current logo to align more with the magical, gothic, vampire, and fantasy-inspired aesthetic
A monogram that takes foundational elements of the logo to ensure recognition and scalability across platforms
Visual Identity System
A refined color palette, taking colors from the logo along with dark, moody colors traditionally associated with the goth aesthetic to better reflect the brand identity
Updated typography choices, integrating serifs to complement the fine details of the logo and to add a nod to the gothic font
Website Redesign
A website mockup to demonstrate how the updated logo and visual identity system can translate to and strengthen their digital infrastructure
Refined Logo
Monogram
Website Mockup
Outcomes & Learnings
Researched a cosmetic company and analyzed key elements including brand values, positioning, business objectives, audience profiles, and competitive landscape, using insights to identify gaps and opportunities
Refined ability to synthesize insights into a strategic design brief
Gained hands-on experience in the initial exploration phase, including hand and digital sketching as well as moodboarding
Strengthened proficiency in Adobe Illustrator through creating a refined logo and visual identity system
Improved my capabilities in designing website mockups using Figma
Refined ability to develop visual designs aligned with brand strategy and target audiences