Visual Communication - Bachelor
INVU – I Envy You is a Korean-inspired makeup brand empowering individuality through bold, sophisticated design. Created for visually expressive Gen Z–Millennial women, INVU rejects the overused pastel aesthetic, embracing a confident, modern look that inspires self-expression and authenticity in a market dominated by visual sameness.
INVU aims to be different by providing an aesthetic that empowers an individual to stand out. The brand’s name and design embodies the core philosophy: to motivate individuals to not envy another, but instead, to become so confident in their unique styles that others envy them.
“You were meant to be seen. Meant to be wanted. Wear the brand and let them wonder how you got that glow. Let them envy it.”
INVU’s overall design was inspired by a makeup look discovered during research, with one model’s celestial-inspired makeup standing out from the rest. The gold, sparkles, and star-like details captured a sense of individuality and mystery that became the foundation of the brand’s aesthetic pathway. Alongside this, the refined and luxurious packaging of Clé de Peau Beauté served as an additional source of inspiration, demonstrating how design can communicate while allowing room for creative storytelling. This balance between elegance and celestial boldness shaped INVU’s unique brand identity.
This project focuses on building a strong, and unique brand identity for INVU. I wanted my brand, INVU to reflect my personal style and personality – something that I am proud of. Here is what I came up with!
As a passionate and imaginative visual communicator, Annabelle Cheon believes that storytelling lies at the heart of every impactful design. She combines creativity with strategy to craft meaningful narratives that inspire connection, evoke emotion, and transform ideas into visually compelling and purposeful experiences.