Lash+Co is a mascara beauty brand built around a modern, confident, and sophisticated aesthetic. The project focused on developing a distinctive visual identity that brings together sculptural packaging, expressive product imagery, and editorial-inspired art direction.
I shaped the creative direction and visual identity, establishing a cohesive brand experience across packaging, digital and social media, with a focus on making every touchpoint feel premium, recognizable, and consistent.
Challenge
Create a distinctive, premium identity in a competitive beauty market.
Balance feminine elegance with a bold, fashion-forward aesthetic.
Unify four mascara variants under one recognizable brand identity.
My Role
Led the brand's creative direction and visual development.
Defined the visual language, typography, colors, and packaging direction.
Directed product imagery, campaign concepts, and digital content.
Design Approach
Established a minimal, editorial-inspired visual identity with bold contrasts and refined aesthetics.
Developed a distinctive mascara tube design featuring an elongated, tapered silhouette and sculptural spiral contours across the cap and body.
Defined a sophisticated art direction through dramatic lighting, elegant compositions, and product-focused storytelling.
Ensured a cohesive brand experience across packaging, campaigns, and digital platforms.
Outcome
Created a distinctive, premium beauty identity across four mascara variants.
Established a consistent visual language across packaging, advertising, and digital platforms.
Built a flexible brand system supporting future campaigns and product expansion.
Key Takeaway
Strengthened my ability to translate brand strategy into a clear creative vision, balancing aesthetics, product identity, and consistency.
Reinforced the importance of communication and creative collaboration in delivering a unified brand experience across multiple channels.
