Shade is a makeup brand that captures the essence of Gen Z’s modern and sophisticated tastes. While its name represents the variety of tones found in makeup products, Shade’s nuanced hues aim to reflect and illuminate the beauty of all skins.

Unlike most makeup brands for this generation, which associate youth with exuberance, Shade’s visual system stands out by balancing a modern yet sober aesthetic. The brand’s palette features pastel, beige, and dark contrasting colors, ensuring the products’ bold colors are in the spotlight. The illustrations, evoking makeup brushstrokes, intertwine seamlessly with the curvaceous grotesque sans-serif typeface, embodying both the fluidity of application and the organic forms of the human face. This typeface, noted for its awkward and irregular charm, perfectly resonates with the Gen Z audience, reflecting their unique and dynamic spirit.

The logo simulates the illustrations’ lines with its stylized type, creating a cohesive visual experience that resonates with an audience attentive to details and identity as a whole—much like the thoughtful use of makeup. This seamless integration ensures that every element of the brand’s visual identity feels interconnected and harmonious, reflecting the fluidity and artistry that makeup represents.

As a result, Shade’s brand transcends the traditional concept of a makeup brand, positioning itself as an invitation to self-discovery and self-expression. It celebrates individuality and the transformative power of makeup, encouraging each person to embrace their unique beauty. The slogan “Set your colors free” encapsulates the brand’s ethos, emphasizing that makeup should enhance, not mask, one’s natural beauty. This philosophy fosters a platform for creativity and personal storytelling, where every individual can confidently showcase their distinctiveness and vibrant spirit.