TUCASA Brand Identity

What’s behind the curtain? A live, curated shopping experience.

We built this TikTok-meets-HSN e-commerce brand identity system visualizing the urgency and mystery of our target audiences addictive viewership. Tucasa’s live-streaming hosts review and demonstrate products, with active comments section responses. “What’s behind the curtain” is embodied in the image mark, an abstraction of a curtain peek, as well as an homage to the universal play button, and a collection of unique objects one covets. A modernization of NTSC-lines brings retro elements of broadcast television into the app experience (a nod to the target audience demographic growing up on MTV and VH1.) Brand typography aims for slick on-air savviness in copy headlines and social media posts, whereas the playful color palette aims to pop against neutral minimalism in host's live stream environments and the product collection itself.