Ghu Beauty

a Netherlands-based startup offering luxury cosmetic products for a predominantly female audience.

Based on the client's vision, the logo features a realistic swan paired with a custom typographic wordmark. During the brand's early stages, it was important for both the symbol and the brand name to be introduced together, allowing the audience to build an immediate association between the visual mark and the brand. This approach strengthens recognition and establishes a memorable identity from the outset.

The swan was chosen to embody the brand's core values of beauty, elegance, femininity, and refinement — qualities that naturally resonate with its target audience and premium positioning.

To reinforce the luxury character of the brand, black was selected as the primary identity color. Its timeless sophistication conveys exclusivity, confidence, and premium quality while creating a bold and lasting visual impression.