SUGAR
A conceptual skincare and cosmetics brand built around sugar, combining bold typography and handwritten touches to create a playful, contemporary identity. A compact advertising campaign explores how the same visual language translates across outdoor and social media formats.
Project type
Personal / Concept project
Role
Graphic Designer / Art Direction
Tools
Illustrator · Photoshop · AI-Assisted Design
Concept & system
What if sugar wasn't just something sweet?
SUGAR explores the intersection of beauty and food through a sensory driven visual approach, using edible inspired textures, colors and imagery to inspire sweetness, cravings and desire. Bold typography meets handwritten notes, creating a playful and conversational identity that extends across outdoor advertising and digital media.
Ask Why? is a conceptual poster series that explores human habits through repetition and direct questioning.
The project uses simple but uncomfortable prompts to bring attention to moments where routines can still be questioned, emphasizing awareness as the first step toward change. The visual system is built on a rigid, repeatable structure. Each poster follows the same layout and typographic rules, reducing hierarchy through lowercase text and subtle variations between bold and italic. A halftone block partially hides part of each question, requiring a second look and reflecting how habits are often visible yet overlooked. A controlled colour system ensures consistency across the series while directly addressing the viewer.
