Hues Cosmetics

Hues Cosmetics is a fictional cosmetics brand that is created by black women for black women. The brand’s goal is to create products for people of color that redefine representation in the beauty community.

Starting with the color palette, I focused on colors that represented the various skin tones that the brand aims to represent. Alongside, I added a berry color to emote luxury, taste and femininity. The mood board consists of images that establish a sense of warmth and intimacy, as one would feel after using the products.

The fonts are juxtaposed to convey a modern, clean look alongside a classic, elegant feel. The decorative font was manipulated to emphasize the beginning of the logo’s “Hues” title. I wanted to channel retro beauty brands that leaned towards simple label designs.