Branding, UX/UI, WEB
Originally launched as UHUE, the brand introduced a futuristic concept of a custom cosmetic device, offering real-time shade creation from the comfort of one’s home. But as we moved beyond the product and into building an ecosystem, the need for a rebrand became clear.
While UHUE's original branding was sleek, modern, and professional, it didn’t quite capture the emotional and expressive potential of the product, especially for an audience increasingly drawn to playful, collaborative, and culture-shaping beauty experiences. The name and aesthetic, while innovative, felt distant to those looking for joy, individuality, and creative control in their daily routines.
We reimagined the brand to better reflect its purpose and potential, calling it CO.8. “CO” stands for community, collaboration, and color. The “8” symbolizes both the product’s functionality and a continuous loop of creation and personalization. This evolution signals a shift from a futuristic gadget to a platform for beauty exploration.
By embracing expressive design, refined UX, and a more welcoming brand voice, CO.8 balances forward-thinking luxury with intuitiveness.
UI/UX
The CO.8 experience is designed to be seamless, intuitive, and visually expressive across digital and physical touchpoints. The website guides users through the journey of shade and accent creation, introducing them to the device’s full potential through immersive visual storytelling. It’s inspired by minimalist bento box design and clean grid systems.
On the device and mobile interfaces, a clean, sleek UI supports users as they create their makeup formulas. A dark screen integrates fluidly into the product’s form, enhancing its futuristic aesthetic while maintaining usability. This multi-platform design approach ensures an innovative human-centered experience.
Brand Messaging
Our branding work for CO.8 was about translating a vision into a voice. We shaped a tone of voice, brand values, and storytelling framework through deep research into the target audience and user personas. Ultimately, we built a brand visual system that users could connect with. Our goal wasn’t just to define the language, but to build a messaging system that can evolve with the brand.
Visual System
Our branding work for CO.8 was about translating a vision into a voice. We shaped a tone of voice, brand values, and storytelling framework through deep research into the target audience and user personas. Ultimately, we built a brand visual system that users could connect with. Our goal wasn’t just to define the language, but to build a messaging system that can evolve with the brand.
type & Colors
We chose Mundial for its bold, contemporary structure. It is a sans serif with confident weight and clarity, designed to stand out in digital and physical environments. To complement it, IBM Plex Mono adds a technical rhythm, referencing the tech roots of CO.8 with a functional tone.
The color palette is grounded in warm ivory and greyscale tones, assisted with vibrant pops from the cartridge colors. It introduces a playful edge to a sleek luxury brand.
LOGO DESIGN
The CO.8 identity is built on bold simplicity and refined clarity. Its logo features clean, confident lines that reflect modern luxury, while a geometric sans serif typeface adds structure and balance throughout the system. Originally launched as UHUE, the brand’s visual language has evolved to resonate more deeply with a creative, expressive audience, expanding from clean innovation to a more inclusive identity.
Concept Development
We began by identifying where CO.8 fits within a saturated beauty market—bridging the space between luxury, clean beauty, and expressive Gen Z appeal. Through competitive audits, moodboards, and user personas, we shaped a brand world that feels elevated yet experimental. The process was both strategic and intuitive, blending visual research and cultural cues to define a direction that’s bold, minimal, and emotionally resonant. This foundation guided the creation of a brand that shapes a new trend.
