Banana Cream
Conceptual Brand Ideation & Packaging Design
Summary
Banana Cream is a cosmetics line specializing in East-Asian-inspired beauty tailored for Asian-American retail markets. Inspired by the Hallyu movement, the brand utilizes an approachable, high-visibility yellow identity designed to pop on retail shelves.
Information
Timeline: 1 month
Deliverables: Brand Strategy, Visual Identity, Packaging System, 3D Visual Mockups
Tools: Photoshop, Illustrator, Figma
My role: Brand & Packaging Designer
The Problem
An emerging cosmetics brand needed to establish a distinct brand identity and product line designed specifically for Asian-American consumers. Based on the targeted demographic polling, there was a consensus on the following problems:
Common brands in American retailers are too heavy/cakey for every day use.
Most American brands have only a few shades meant for Asian skin-tones, or formulas not meant for Asian hair-texture.
Asian-friendly makeup is only found in specialty stores or imported, which makes them not easily accessible and more expensive.
The Solution
Make an easily-accessible brand that utilizes East-Asian formulas through a cohesive brand presence. The brand lacked a unified creative direction, so I was tasked to design a brand identity that appeals to its target demographic and a product packaging line that immediately captures consumer attention on retail store shelves.
Aesthetic Exploration
Matcha & Mint: Natural and Organic
Visual Identity: Earthy greens, skincare-intensive, soft, cruelty-free focus
Taps strongly into clean-beauty market trends
Skincare popular with target demographic
Green-and-white color space is too saturated in beauty market, making it have less shelf visibility
Electric Cherry: Bold and Colorful
Visual Identity: High-contrast neon, cyberpunk, dramatic, artistic focus
High visual energy that commands immediate attention; offers unique, editorial looks and stands out on the shelf
Too polarizing for mass-market retail entry
Not popular with target demographic
Banana Cream: Bright and Minimal (Selected)
Visual Identity: Yellow, minimal shapes, round, friendly, poppy
Vibrant signature yellow pops off store shelves
Approachable tone and direction for every day use
Requires careful balancing to avoid looking juvenile
Logo - Yellow
Logo - Brown
Logo Concept Sketches
