Nuyu for Oko Strategy

Nuyu is a new business based in Vancouver, that needed a visual identity to represent them as an inviting and upscale brand in the mobile tanning space. I designed a contemporary and distinctive aesthetic that stands out in the mobile spray tanning and self-tanning product industry. This minimalist branding targets an audience familiar with luxury brands in fashion, wellness and beauty.

Nuyu plans to feature brand photos that evoke the retro look of Slim Aarons’s photography. From this, the color palette was inspired by the luxurious poolside images of socialites vacationing.

During my research of competitors, I found that most brands, such as Saltyface and Tan Luxe, had a minimalist look and tone. Based on this and other factors, I selected a sans-serif font to create a clean and contemporary appearance. This type of aesthetic appeals to the target audience who are concerned with how products will look in their bathroom. Considering this, I designed with an eye towards a scalable system that Nuyu could use on products as the business grows.

Scope: Visual Identity

Year: 2023