Sira Skincare’s founder spotted a gap in the Australian beauty market. Skin-correcting products were widely available, but almost none were formulated or marketed for darker skin tones. The opportunity was clear. The challenge was building a brand that could own that space credibly while appealing to a Gen Z audience that demands authenticity, inclusivity, and bold visual identity.
The founder didn’t want Sira to blend in with the wave of minimalist, pastel beauty brands dominating the shelf. Sira needed to stand out. It needed a visual identity and brand voice that felt confident, empowering, and culturally relevant to a generation that can spot performative branding instantly.
Through our brand strategy workshop, we uncovered two things that shaped the entire direction.
First, Gen Z beauty consumers don’t just buy products. They buy into brands that reflect their values. Inclusivity isn’t a marketing message for this audience. It’s a baseline expectation. The brand needed to feel genuinely inclusive in every detail, from colour palette to packaging copy to social media presence.
Second, the founder’s personal connection to the 1960s “Flower Power” movement gave Sira an unexpected strategic advantage. That era was rooted in empowerment, freedom, and community. Those values mapped directly to what Gen Z consumers look for in the brands they support. Rather than borrowing a trend, we had a genuine cultural thread to build on.
We also identified that Sira’s primary brand touchpoints would be digital. Gen Z beauty consumers discover products on Instagram, TikTok, and through peer recommendations. The brand system needed to work as hard on a phone screen as it would on a retail shelf.
We positioned Sira as the beauty brand that champions every skin tone with confidence and personality. Not quiet. Not apologetic. Bold, warm, and proud.
The brand personality we developed was built around a simple idea: Sira is your most confident friend. The one who’s positive, a little cheeky, and makes you feel like you can take on anything. That personality informed every decision from logo design to packaging copy to social media tone.
The brand strategy identified three pillars:
Inclusivity as a core value, not a campaign. Every visual and verbal element needed to communicate that Sira exists for all skin colours. This wasn’t a seasonal message. It was the brand’s reason for being.
Empowerment through self-expression. Gen Z consumers want brands that help them express who they are. Sira’s brand system was designed to give customers visual tools (stickers, filters, shareable content) to make the brand part of their own identity.
Digital-first, shelf-ready. The brand needed to perform on social media and in retail environments. We designed for both contexts simultaneously, ensuring the identity scaled from an Instagram story to a physical product.
We took the flower as a central motif and turned it into a brand stamp with an “S” at its centre, positioning Sira as the heart of a skincare movement. Paired with the Recoleta typeface, the logo carries clear Flower Power energy while feeling completely modern. It gives Sira a distinctive mark that separates it from the sea of sans-serif, minimalist beauty logos.
We developed a palette that balances warm skin tones with vibrant accent colours. Blush and natural brown ground the brand in its purpose (celebrating all skin), while yellow tones bring energy and contemporary confidence. Three pink shades (blush, peach, and candy) round out a palette that’s vibrant without being overwhelming. Every colour was chosen to reproduce well across digital screens and print packaging.
The product packaging simplifies the identity system to one brand colour plus a neutral per product. This was a deliberate strategic choice: clean packaging keeps the focus on the product itself, gives the range an accessible and affordable feel, and ensures strong shelf presence when multiple SKUs sit side by side.
We created a full suite of digital assets including Instagram and TikTok stickers, filters, and social templates using language Gen Z consumers actually use. These assets turned Sira’s brand into something customers could interact with and share, extending the brand experience beyond the product into daily digital life.
Courtney Kim Studio works with founders building consumer brands in beauty, wellness, food, and lifestyle. We specialise in brand strategy that connects with Gen Z audiences and visual identity systems that work across packaging, digital, and social platforms.
If you’re building a consumer brand and want a strategic partner who understands your audience, schedule a discovery call to explore how we can work together.
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