Unlike most makeup brands for this generation, which associate youth with exuberance, Shade's visual system stands out by balancing a modern yet sober aesthetic. The brand's palette features pastel, beige, and dark contrasting colors, ensuring the products' bold colors are in the spotlight.
The illustrations, evoking makeup brushstrokes, intertwine seamlessly with the curvaceous grotesque sans-serif typeface, embodying both the fluidity of application and the organic forms of the human face. This typeface, noted for its awkward and irregular charm, perfectly resonates with the Gen Z audience, reflecting their unique and dynamic spirit.As a result, Shade's brand is an invitation to self-discovery and self-expression, celebrating individuality and the transformative power of makeup.
