TRU(HUE)
the brand
TRU(HUE) is a cosmetics brand built on self-expression and authentic individuality. Created to celebrate confidence in all its forms, the brand encourages women to embrace their true hue. Exclusive to Boutiqaat, the brand enters the beauty space with a bold point of view, challenging the industry’s typical soft, muted palettes. The visual language centers around a deep espresso hero color paired with refined champagne hues, striking a balance between strength and elegance.
the process
We partnered with TRU(HUE) to develop the brand from the ground up, creating a comprehensive brand identity and packaging system designed to scale across current and future product lines. Our scope included visual identity design and a flexible packaging system adaptable to multiple cosmetic products and upcoming extensions. From defining the core color palette and visual tone to building a cohesive system that maintains consistency across formats, we translated the brand’s philosophy into a recognizable visual world.
credits
Client — Boutiqaat Group
Brand Identity & Packaging Design — meh. Design Studio
Designers — Miguel Souto, Márcia Quintela Viana
Year — 2025
TRU(HUE)
TRU(HUE) is a cosmetics brand built on self-expression and authentic individuality. Created to celebrate confidence in all its forms, the brand encourages women to embrace their true hue.
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