Into You

rebranding, cosmetic packaging, retail design

Into You is a Chinese beauty brand, mainly targets young adults with a sweet, pink-focused style that doesn’t align with its values of confidence and boldness.

To expand its appeal, I repositioned the brand for mature professionals and beauty-savvy consumers, shifting to a more avant-garde, elegant visual style.

Light is the visual response of brand attitudes, which is—confidence, authentic, and expressive.

Design decision such as the trimmed corner on this logo reflects it’s philosophy, is welcoming the viewer with an inviting gesture.

Sustainability is embraced by elevating beauty products as cherished accessories.
Using slightly heavier, 100% recyclable stainless steel, it offers superior corrosion resistance and a luxurious feel, reflecting the brand's commitment to long-term use and jewelry-like texture.

The stripe pattern on the packagings is inspired by moiré patterns, a unique visual effect that only appears when light interacts with it. This decision reinforces the concept of "light" in the visual identity.

Social Media

Graphic applications

Packaging Lineup

Retail Display

I redesigned the display shelves with a clearer display system, dividing the space into purchase, testing, and refill sections to help customers more intuitively find the right product.

Pop-up Store

The interactive screen and mobile app

The interactive screens in both retail and pop-up stores are designed to meet consumers' expectations for educational content that guides product selection.

Curated photography style and art direction

The curated and stylized photography is focusing on the reeded glass and linear light effects to align with the theme of light.

Specal thanks:Gerardo Herrera,
Javier Palomares,3d printing - Yusheng Yang,
Models - Leah Ahrim Woo, Rue Qian
Photography - Ellio Chen, Sisi Chen

Gallery

Process

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