Sui Generis
A beauty brand that encourages you to be you.
brand concept
Within the Asian cosmetic industry, products are often created with the idea that fairer skin is better. Shade ranges for products often reflect this ideology, which perpetuates a standard that is both illogical and unrealistic. Sui Generis offers a line of cosmetics that is all-encompassing for skin tone ranges throughout Asia, including countries like India, the Philippines, and other South East Asian countries, where the indigenous populations are typically of darker skin tones.
Logo concept
Handwriting is unique to every individual and is a mark of one's identity. Sui Generis emphasizes the importance of individuality and being unique, and the brand reflects this by drawing inspiration from handwriting and elements of nature.
"Innovative individuality"
The foundation shades are named after words of empowerment, all starting with an "i". The shade "Indescribable" would be a custom shade.
