Perfect Diary approached School House to create a visual identity, form language, and product family to resonate with the shifting culture of generation Z in China.
A social paradigm shift is taking place in China as generation Z is coming of age and challenging the norms of the past. This has led to a surge in the Chinese cosmetics market as young people are experimenting and exploring their personal aesthetic in ways their predecessors never dreamed of.
We wanted to excite our audience while welcoming newcomers to the world of makeup. To this end, we crafted an identity for the brand that combined elements of traditional luxury with daring and dynamic forms.
I created a form language that complemented the new visual identity through transitional surfaces and the softening of faceted forms. Guided by these conceptual underpinnings, I executed the design language across five product formats to be launched alongside Perfect Diary's new identity.