Pyaara, meaning beautiful in Urdu, is a conceptual makeup collection I designed to challenge gender norms and celebrate inclusivity in Pakistan’s beauty industry. The name intentionally uses the masculine form of the word “beautiful,” highlighting that beauty and self-expression are not limited by gender. In a society where makeup is often stigmatized for men, Pyaara aims to redefine masculinity through design. I developed the complete brand identity, including the logo, submarks, packaging, mockups, and an original illustration. The color palette centers around purple — a blend of traditionally gendered blue and pink — paired with yellow, its complementary color, to create a vibrant and balanced visual system. The result is a bold, expressive brand that merges cultural relevance with modern inclusivity. I developed my own font for this brand, which I then translated into Urdu, and created a font for the Urdu letters, as I wanted the packaging to be able to be read by both English & Native speakers.
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Adobe Illustrator, Photoshop, InDesign & Figma.