Packaging Design / Illustration / Web Design
Suave Skincare | Natural Beauty for Off-Duty Queens
THE MISSION
The beauty and skincare industry is among the few niches taking over eCommerce platforms and physical stores in the Philippines. Today's most enthusiastic shoppers are millennial women, with brands pegging them as their primary audience. However, there are a blatant lack of initiatives directed towards other consumers—namely, drag queens. Inspired by RuPaul's Drag Race and as a tribute to the LGBT community, the conceptual project Suave was born.
The beauty and skincare industry is among the few niches taking over eCommerce platforms and physical stores in the Philippines. Today's most enthusiastic shoppers are millennial women, with brands pegging them as their primary audience. However, there are a blatant lack of initiatives directed towards other consumers—namely, drag queens. Inspired by RuPaul's Drag Race and as a tribute to the LGBT community, the conceptual project Suave was born.
THE OUTCOME
Our vision for Suave was to cater to "queens off-duty" and provide a modest and demure visual identity unseen on television. After a day of wigs and heavy makeup, queens deserve the opportunity to explore naked, natural looks.
Our packaging concept incorporated a mix of masculine and feminine attributes, paying homage to what RuPaul has since dubbed "butch queens."
Our vision for Suave was to cater to "queens off-duty" and provide a modest and demure visual identity unseen on television. After a day of wigs and heavy makeup, queens deserve the opportunity to explore naked, natural looks.
Our packaging concept incorporated a mix of masculine and feminine attributes, paying homage to what RuPaul has since dubbed "butch queens."
THE IMPACT
Suave aimed to serve as a tribute to the LGBT community, opening up possibilities for other brands to explore all types of needs without seeing gender. It hoped to inspire a new type of skincare brand that doubled as a platform for queens.
Suave aimed to serve as a tribute to the LGBT community, opening up possibilities for other brands to explore all types of needs without seeing gender. It hoped to inspire a new type of skincare brand that doubled as a platform for queens.
Type
Conceptual Project
Discipline
Packaging Design
Visual Identity Design
Sector
Health & Beauty
Conceptual Project
Discipline
Packaging Design
Visual Identity Design
Sector
Health & Beauty
Project Team
Illustration & Art Direction by Jelina Santos
Illustration & Art Direction by Jelina Santos
