product family for perfect diary, 2020
A design language and product family created for the cultural paradigm shift of China’s Generation Z.

Industrial Design Lead, Concepting, Visualization

School House

Irmand Trujillo

Perfect Diary approached School House to create a new visual identity and product language to appeal to China's Gen Z as they come of age in a country forever changed by the advent of social media. We learned that many of them are coming into the world of makeup for the first time with a bold, experimental attitude and a penchant for understated luxury. The product family blends approachability with elements of disruption, transformation, and the excitement of the unknown.