Overview

Chroma is a cosmetic brand that recognizes and celebrates the dynamic spectrum of identity expression. This project was the result of a team of three, Stephanie Gamble, Yufei Wang, Pantea Parsa. My focus was on branding, creative Strategy, and art direction.

Let’s be honest, things are changing.

Traditional constructs of masculinity are being left behind. Gen Z understands gender identity as a spectrum, not a binary. We all need to loosen up a little, and have some fun. Gender no longer strongly defines how we express ourselves. Men can wear makeup just because they like the way it evens their skin tone or makes their eyes pop.

Chroma is a cosmetic brand that recognizes and celebrates the dynamic spectrum of identity expression.

Product

Chroma products were designed in a way that the user take pride on showing them off instead of hiding them in the drawers.

7ec1a872889911.5bf6b9913f5aa copy copy copy.jpg

Brand Ethos

Chroma speaks to the spectrum of intensity that color can embody just as our products and brand recognize and celebrate the spectrum of identity expression.

Form

All product offerings speak to our “back to basics” ethos by highlighting and celebrating elementary forms. Each product uses a single basic form or a combination of basic forms.

Color Palette

The color palette is inspired by the foundations of color theory using sophisticated primary and secondary colors, with brighter and darker hues of each shade. Black, White and magenta are incorporated as energizing pop accents. Our palette was designed to convey inclusion, play and boldness.

Logo and Typography

To make the logo playful, we replaced the letter “O” with elementary shapes. This also gave us the flexibility that represents the brand. Chroma’s tagline, “you, on your own terms”, has a more sophisticated look in order to balance out the playfulness of the logo.