Logos & Branding - Janettotty
A premium beauty launch designed to celebrate dark skin, confidence, and global luxury.
Janettotty is an international beauty brand operating across Germany and Nigeria, focused on creating premium makeup products tailored specifically for dark-skinned women. While the brand already had an established logo, it lacked a fully defined brand system. The objective of this project was to translate the brand's intended luxury positioning into tangible, high-impact visuals for its Nigerian launch event, ensuring consistency, elegance, and cultural relevance across all physical and digital touchpoints.
Photoshop
Illustrator
Business Context
Janettotty was preparing for a major product launch event in Nigeria, a critical brand moment that would shape first impressions in a new market. While the logo existed, there was no comprehensive brand guideline defining how the brand should look, feel, or behave across touchpoints.
Brand Problems Identified
- Absence of a documented brand system
- High expectations associated with a luxury beauty launch
- Need to visually communicate "made for Black women" without stereotypes
- Multiple deliverables requiring consistency under tight timelines
Design Goals
- Translate brand feeling into a cohesive visual language
- Deliver a luxury, premium aesthetic suitable for an international audience
- Ensure visual consistency across all launch materials
- Create designs that elevate both product and models without visual clutter
Process & Approach
Market & Industry Review
A review of premium makeup brands, particularly those catering to darker skin tones, revealed consistent themes: high contrast visuals, editorial-style layouts, minimal copy with strong imagery, and confident, aspirational representation.
Competitor Identity Audit
Leading brands in this space invest heavily in high-quality photography, strong negative space, and luxury cues borrowed from fashion editorials. The opportunity for Janettotty lay in positioning itself alongside global luxury brands, rather than local competitors.
Target Audience Insights
The audience values representation without compromise, products that feel intentional, and premium experiences equal to international beauty brands. This reinforced the need for polished, restrained, and confident design.
Concept Development
Early layout explorations tested logo dominance vs. subtle placement, full-bleed imagery vs. framed compositions, and product-led vs. model-led visuals. A hybrid system combining product, model, and brand mark proved most effective.
Brand Positioning & Differentiation
Janettotty positions itself as a luxury beauty brand made intentionally for dark-skinned women, not a niche alternative. The launch visuals needed to feel international, aspirational, and editorial.
Launch Deliverables
Despite the absence of a formal brand guide, consistency was achieved through repeated layout patterns, controlled logo usage, and unified imagery style. Designs translated seamlessly from screen to print and from small to large formats, critical for live events.
- E-invitations, Event tickets, Social media assets
- Large-format banners, Photo backdrops, Branded hall décor, Marketing flyers
Photos From the Launch Event
These photos demonstrate how Janettotty’s visual direction came to life at launch; reinforcing luxury, confidence, and intentional representation in every detail.
Outcome
A Cohesive Premium Launch
Janettotty launched in Nigeria with a visually cohesive, premium brand presence that aligned with international beauty standards. The launch assets positioned Janettotty as a serious luxury beauty contender, not an emerging or experimental brand.
Elevated Brand Perception
The launch elevated perception of the brand at a critical entry point into a new market, establishing credibility and luxury positioning from day one.
Strategic & Visual Impact
The system is flexible enough to support future expansion into additional services or locations while maintaining consistency.
Authentic Representation
Successfully communicated "made for Black women" with intentionality and without stereotypes, celebrating dark skin with confidence and global luxury appeal.
Key Design Learnings
Strong brands can be built through application and consistency, even without a formal identity system. This project reinforced that brand systems emerge from disciplined execution and strategic interpretation of brand feeling, not just documentation.
What Worked Well
- Close collaboration with the founder to align on brand feel and tone
- Strategic interpretation of brand intent without over-reliance on rules
- Editorial, image-led design decisions that elevated the brand presence
- Iterative feedback cycles that refined visual direction
