Shade M makeup

Case Study: Shade M Beauty 

Project Overview
Nobrand Agency was commissioned to create a full visual and content strategy for Shade M Beauty, a halal-certified, PETA-approved vegan and cruelty-free makeup brand that embraces cultural diversity and self-expression. Our task included designing the logo, packaging, photoshoot art direction, as well as developing content for social media platforms like Instagram and TikTok. Shade M’s core mission is to celebrate beauty in all its forms, making inclusivity and ethical values central to the brand's identity.

Design Concept and Execution

1. Brand Identity: Logo Design
   Nobrand Agency designed a sleek and modern logo that embodied the core values of Shade M Beauty. The logo featured bold, minimalist typography that conveyed strength, simplicity, and elegance. A subtle graphic element symbolizing diversity and self-expression was incorporated, using a harmonious combination of vibrant and neutral tones to reflect the inclusive nature of the brand. The logo was designed to be versatile, ensuring it could be applied seamlessly across various branding touchpoints from packaging to digital platforms.

2. Packaging Design 
   The packaging for Shade M Beauty needed to reflect the brand’s halal, vegan, and cruelty-free ethos, while also standing out in a competitive market. Nobrand created eco-friendly, minimalist packaging that balanced sustainability with style. The design used clean lines, bold colors, and elegant fonts to convey a sense of modernity and luxury, while also being functional and aesthetically pleasing. The packaging featured subtle metallic finishes and matte textures to enhance the premium feel. Each package was labeled with clear icons for “Halal Certified,” “Vegan,” and “Cruelty-Free,” reinforcing the brand's ethical stance.

3. Photoshoot Art Direction
   Nobrand took charge of the art direction for Shade M’s product photoshoots. We carefully curated every element of the shoot—from model selection and styling to makeup, hair, and wardrobe. The models were chosen to represent the brand’s celebration of cultural diversity, ensuring a range of skin tones and ethnicities were represented. The wardrobe and styling choices were kept contemporary yet simple, allowing the makeup to take center stage. 

   The makeup looks ranged from bold and artistic to natural and minimalistic, reflecting the brand’s ethos of self-expression. Nobrand coordinated every aspect of the shoot, including working closely with makeup artists, hairstylists, and photographers to ensure the imagery aligned with the brand’s identity. The final photos and videos captured Shade M’s empowering message of embracing individual beauty.

4. Content Creation for Social Media (Instagram and TikTok)
   Nobrand developed a comprehensive content strategy for Shade M Beauty’s social media channels, focusing on Instagram and TikTok. The goal was to create engaging, visually captivating content that appealed to the brand’s target audience—young, culturally diverse, and socially conscious individuals.

   • Instagram: For Instagram, Nobrand created a blend of high-quality product photos, behind-the-scenes footage from the photoshoots, user-generated content, and educational posts about vegan and cruelty-free beauty. We also incorporated inspirational quotes and diversity-focused messages to connect with followers on an emotional level. Every post was designed to align with the brand's color palette and visual style, ensuring a cohesive feed that was both stylish and impactful. 

   • TikTok: On TikTok, the focus was on short, engaging videos showcasing product tutorials, makeup transformations, and user testimonials. Nobrand ensured the content was trend-driven but also aligned with the brand’s message of self-expression and inclusivity. Fun, dynamic videos featuring diverse models applying Shade M products were created, accompanied by trending music and popular TikTok challenges to boost engagement.

Challenges and Solutions

• Communicating Ethics and Luxury Simultaneously: 
  One challenge was striking a balance between emphasizing Shade M’s ethical values—being halal-certified, vegan, and cruelty-free—while maintaining a sense of modern luxury. Nobrand addressed this by creating a minimalist yet premium design language for the packaging and logo, ensuring the brand felt high-end while being ethically grounded. Clear labeling and iconography on the packaging helped communicate the ethical aspects without detracting from the overall aesthetic.

• Representing Cultural Diversity Authentically:
  Representing cultural diversity in an authentic, non-tokenistic way was key to Shade M’s brand identity. Nobrand ensured that the models, makeup styles, and content were truly reflective of a diverse audience by collaborating with people from various cultural backgrounds. The diverse range of skin tones and beauty looks in the campaign highlighted the brand’s message of inclusivity and self-expression.

• Creating Engaging Social Media Content:
  Developing content that stood out in the crowded beauty industry, especially on fast-moving platforms like TikTok, was a challenge. Nobrand’s solution was to create visually stunning, trend-driven content that aligned with Shade M’s brand voice. By blending educational content, tutorials, and engaging visuals, the content resonated with followers and helped the brand build a loyal community.

Outcome

Nobrand Agency successfully positioned Shade M Beauty as a stylish, ethical, and inclusive makeup brand that resonated with a diverse, socially-conscious audience. The new logo and packaging design were well-received, contributing to Shade M’s recognition as a premium yet ethical beauty brand. The photoshoot, featuring diverse models, successfully captured the brand’s celebration of cultural diversity and self-expression.

The content creation strategy boosted engagement on Instagram and TikTok, resulting in increased follower counts and higher levels of interaction from the brand’s target audience. Shade M’s message of inclusivity, ethics, and beauty as a form of self-expression became central to its brand identity and resonated deeply with consumers.

Conclusion

Nobrand Agency’s work on Shade M Beauty demonstrates the power of cohesive branding, thoughtful content strategy, and ethical storytelling. From designing the logo and packaging to managing the photoshoot and creating engaging social media content, Nobrand helped establish Shade M as a distinctive and inclusive brand in the beauty industry. The success of this project highlights the importance of aligning a brand’s visual identity with its core values to create an impactful and lasting impression.