NITA cosmetics is fun, quirky and unapologetically upbeat brand that celebrates the local culture through its packaging designs. I was involved in the overall brand creative direction such as the color palette, website banner and social media graphic.

NITA’s first introduction to the world was the Traditional Matte Lipstick Collection which featured a pattern of iconic elements that represents Malaysia as a unique country. Its lipstick was named after the local traditional clothing which are songket, saree, kurung, kebaya & cheongsam. I've illustrated the brand's icon lady, NITA to wear the diverse local traditional clothing.

The second collection is the Tropical Matte Lipstick Collection. Using the lipstick colors of the collection as the color palette, I painted Malaysia's wildlife such as the frangipani flower, birds of paradise flower, banana palm leaves, and the hornbill bird. The individual elements were then composed into a seamless repeat pattern design. I designed the pattern design to wrap around the lipstick box packaging while the details of its ingredients stay hidden on the back side of the box.

UMMA, the sister brand of NITA, is a modest fashion label made into a collection of contemporary, earthy tones and timeless aesthetics. The interplay of geometric shapes in UMMA's Raya collection was inspired by the Scandinavian design, I developed the design further by adding extra depth to the shapes by painting ink and watercolor to create textures that reflect nature. Based on the styling of the head scarf, the composition of the shapes was positioned to fall on the end of two sides.

Inspired by the Scandinavian geometric pattern, the Geo Scarf Collection added its own twist with ink and floral watercolor textures within the shapes. The composition of the shapes was positioned so that the pattern falls on the sides when worn as a headscarf.

For the UMMA icon, I drew inspiration from minimal line art and fashion illustration. The fold styling of the headscarf was given an abstract look using brush strokes while the watercolor gradient wash reflected the flowing long scarf.