True Lush
True Lush
OVERVIEW
OVERVIEW
The objective of this project was to develop a cohesive brand identity for TRUELUSH, creating a visual language that feels calm, refined, and intentional. The goal was to move away from overly complex skincare branding and instead focus on simplicity, clarity, and everyday rituals of care. Through a minimal and contemporary approach, the identity balances softness with structure, creating a consistent and modern presence across packaging, social media, and digital touchpoints.
The objective of this project was to develop a cohesive brand identity for TRUELUSH, creating a visual language that feels calm, refined, and intentional. The goal was to move away from overly complex skincare branding and instead focus on simplicity, clarity, and everyday rituals of care. Through a minimal and contemporary approach, the identity balances softness with structure, creating a consistent and modern presence across packaging, social media, and digital touchpoints.
SCOPE
SCOPE
BRAND IDENTITY | PACKAGING | SOCIAL MEDIA CAMPAIGN | DIGITAL DESIGN | ART DIRECTION
BRAND IDENTITY | PACKAGING | SOCIAL MEDIA CAMPAIGN | DIGITAL DESIGN | ART DIRECTION
SOFTWARE USED
SOFTWARE USED
Adobe Illustrator, Adobe Photoshop, Adobe Firefly & Adobe Dimension
Adobe Illustrator, Adobe Photoshop, Adobe Firefly & Adobe Dimension
MY APPROACH
MY APPROACH
The approach centres on a minimal palette of soft beige, muted green, and black to evoke a sense of calm, clarity, and natural balance. Clean typography and refined packaging create the foundation of the identity, while soft curves and organic forms subtly reference fluidity, care, and skincare rituals. Spacious layouts, restrained compositions, and gentle lighting establish a premium yet approachable aesthetic across packaging, social media, and digital applications, creating a cohesive and modern brand experience.
The approach centres on a minimal palette of soft beige, muted green, and black to evoke a sense of calm, clarity, and natural balance. Clean typography and refined packaging create the foundation of the identity, while soft curves and organic forms subtly reference fluidity, care, and skincare rituals. Spacious layouts, restrained compositions, and gentle lighting establish a premium yet approachable aesthetic across packaging, social media, and digital applications, creating a cohesive and modern brand experience.
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