ERULLA is a fictional cosmetics brand that celebrates people being true to their own individual selves. The brand encourages self-love and acceptance when looking at one's own reflection. I looked to examples of mirror reflection to design a special interaction between the logo and the mirror. 

Erulla as a word does not mean anything at first, but when it is reflected in the mirror, it reads "allure." I treated the letters so that it also reads well when reflected, resulting in a simple logotype.