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Yum Cha Beauty

A beauty brand that incorporates Chinese culture into a mainstream market.


Oct 2021 - Dec 2021


Illustrator, Photoshop

A makeup brand called “Yum Cha Beauty”, this focuses on the Chinese culture and cuisine where traditional dim sum carts and dishes meets a modern visual identity.   

The theme behind my reBranding is to target east-asian users who are familiar with the culture, as well as those who want to learn more about the cuisine while using their everyday makeup products. I chose to package lipsticks for this project as I wanted to challenge myself to use something that is in my personal everyday life, and to create something for it that can also be connected into my Chinese cultural background.

My reBranding uses illustrations to emphasize the beauty within the Chinese cuisine and dishes, in an attempt to enhance the beauty market as well. My choice of colours were chosen to be seen as vibrant and simple to fit into the target audience of younger generations and the makeup community. The use of typography in this package design is light and plays with the dim sum illustrations to create the brand identity of “Yum Cha Beauty”. From this project, I found challenges in creating a constant theme while maintaining a visual style that executes my concept. However, I did learn to incorporate the things I have learned in past years to use the foundations of design and typography in my final package.

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Take a look at my full rationale and process book

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