Wave of X
Brand Identity
Digital Interface
Naming
Packaging Design
2021
Wave of X, a dynamic and modern cosmetics brand.
Move forward confidently
Empower women to embrace their free-spirited nature and approach life with a positive, fearless mindset, like a wave that moves forward with confidence.
Deliverables
Logo, Branding guidelines, and both Physical and Digital marketing materials
Color Palette
Vibrant orange with muted black and white to evoke a sense of confidence and youthfulness.
Style
A clean, polished look that resonates with a contemporary aesthetic.
Typography
A balanced mix of modern sans serif fonts with elegant serif typefaces, clean and easily legible, making it perfect for digital interfaces, packaging, and promotional materials.
#1 Goal
Create a design system that fits seamlessly with the brand’s contemporary aesthetic while remaining functional across all product feeds and marketing materials.
#3 Goal
Design an intuitive, modern, and visually appealing user interface for Wave of X. The app had to be easy to navigate, with clear information and a smooth purchasing process for beginners.
#2 Goal
Ensure brand consistency across digital and physical touchpoints, from packaging to the app interface, so users feel a cohesive experience at every step.
#1 Challenge
Many customers were new to cosmetics and unsure of the correct order to apply makeup products.
#1 Solution
I integrated step-by-step tutorials within the app. The app also encourages users to share their makeup videos and experiences, creating a community of both learning and engagement.
#2 Challenge
Customers needed extra support and guidance when purchasing cosmetics online, often unsure about which products would best suit their needs.
#2 Solution
I designed a live chat feature that allows customers to communicate with expert makeup artists in real time. This offers personalized advice and answers to customers’ specific concerns about makeup application.
To give customers more confidence in their purchasing decisions, I proposed a “Try Me” sample program, where users could receive small samples of products before committing to a full-size purchase. This adds an element of trust and ensures a risk-free shopping experience.
Takeaway
This project posed a unique challenge, requiring me to approach the work from both a designer's and a consumer's perspective. It provided valuable insights into the challenges faced by individuals unfamiliar with cosmetics, prompting me to create a design that genuinely met their needs. While not for a real-world client, the experience was a rich learning opportunity in branding, product design, and user experience.​
​Throughout the process, I developed a deeper understanding of how branding goes beyond visual appeal to shape the customer journey in mobile applications. It also reinforced the importance of user-centered design and the impact of empathy-driven decisions in crafting accessible, supportive user experiences.