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
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.