Tathya is a premium natural skincare brand rooted in simplicity, purity, and effectiveness. When the founders approached Shu Studio, they had a clear vision: to create a skincare line that feels refined, trustworthy, and modern — appealing to women who seek results without compromising on elegance or ingredient integrity. The brand speaks to a sophisticated audience — women who invest in clean, high-performance skincare and align their self-care rituals with their lifestyle values: mindful, elevated, and beautifully intentional. Our task was to translate this ethos into a complete brand identity that feels timeless, minimal, and quietly luxurious.
Tathya’s identity is inspired by the idea of truth in beauty — honest ingredients, real results, and a brand presence that feels both grounded and aspirational.
We leaned into a soft neutral palette, elegant serif and sans-serif pairings, and airy, editorial-style photography. Every design decision was made to reflect a sense of calm confidence — from the subtle curves of the logo to the clean, unfussy product layouts.
