LULOO — Beauty Brand Identity
Leticia Padilla
Natural beauty, reimagined.
A visual identity that redefines how a natural cosmetics brand can look and feel.
LULOO Hero
The natural beauty market often relies on soft, minimalist aesthetics. While familiar, these visual codes rarely resonate with younger audiences looking for brands with more personality.
Challenge
Create a brand identity for a lip-to-cheek makeup line that feels expressive and modern without losing the trust and transparency expected from natural cosmetics.
Solution
I developed a flexible visual system that combines bold typography, vibrant color, dynamic compositions, and inflated graphic elements. Inspired by the energy of contemporary beauty culture, the identity creates a distinctive brand language that works consistently across packaging, campaigns, and digital touchpoints.
LULOO Close-up
Visual System
The system is built around expressive typography, playful compositions, and volumetric graphics that add depth and personality without compromising clarity. A vibrant color palette and art direction reinforce the brand's approachable and confident character, creating a recognizable identity across every application.
Brand Values
Playful: Beauty should feel expressive and enjoyable.
Transparent: Honest ingredients, honest communication.
Approachable: Friendly, confident, and easy to connect with.
Trustworthy: Clear information without unnecessary complexity.
LULOO Visual Identity
LULOO Product Shot
LULOO Tote Bag
LULOO Hero 2
Result
A cohesive and scalable brand identity with a distinctive visual language that can grow consistently across packaging, retail, social media, and future brand experiences
Created with Conjunto Studio
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Posted Aug 4, 2026
Brand identity and art direction for LULOO, a lip-to-cheek bar made with gentle, skin-friendly ingredients. A playful, bold, and transparent beauty brand.
