As part of our capstone course, our class is challenged to self-direct a brand identity and its design system. I decided to create a make-up brand, CASTORES BEAUTY, as my project. With such a broad project pitch, I wanted to create something that the audience can resonate with during the difficult times we are currently all experiencing. As a creative individual, it became harder for me to be inspired, so I found myself turning to play with make-up as an alternative creative outlet.

CASTORES BEAUTY is a high-end cosmetics brand curated especially for make-up enthusiasts. Inspired by my curiosity towards both conjectural concepts, the brand has an overarching concept of parallel universes and Greek mythology. It aims to act as a creative outlet for its audience to transform and express themselves as their alter egos from other dimensions.

“Castores” and “Gemini" hold the same meaning as twins in Latin. The Greek mythology of the twin brothers is used as a supporting theme in reference to one’s alter ego existing in different dimensions. Therefore, symmetry, contrast, and juxtaposition are distinctive design elements that build up the identity of CASTORES BEAUTY. The brand is bold, elegant, and celestial.

I explored with multimedia and incorporated the brand's core values into the design process. This includes initial sketches, hand-drawn illustrations, digital manipulation, modeling, self-photography, set, lighting, and editing was all self-directed.

Our class got together and presented each of our projects at our end-of-year showcase. Due to Covid restrictions, a virtual seminar took place this year instead. During my presentation, I was able to explain the creation story of CASTORES BEAUTY, the overall design process, and the final execution of the brand identity. It evoked interesting and intriguing conversations between us and our alumni and viewers, concluding an immensely fulfilling experience.