Branding
The identity of Shades is built on depth—of colour, of culture, and of care. Every element, from the bespoke logo to the bottle design, reflects a commitment to celebrating nuance rather than flattening it. The marketing campaign was shaped through an original photoshoot that placed real people, real tones, and real textures at the centre—avoiding stereotypes in favour of sincerity. These images, like the brand itself, express a quiet confidence: rooted in culture, inclusive by design, and unafraid to take up space.
The Shades Brand Model
This project was not only conceived to design a single store, but to propose a model—a flexible brand framework that can adapt to different buildings, cities, and communities. Curved, organic forms run through its spatial language, symbolising softness, movement, and inclusivity. These flowing lines, paired with a commitment to shade-based design, create a spatial and visual rhythm that defines Shades wherever it goes. This is not just a store—it’s a brand system: globally relevant, locally rooted, and purposefully designed for growth.
