I Dew Care
— In 2017, the k-beauty incubator, Memebox, was introduced into the US skincare market through their playful and colorful skincare line I Dew Care. An assortment inspired by all the new trends, innovation, ingredients and technology coming out of Korea.
My Role
Branding.
Creative Direction.
Packaging Design.
Product Naming.
Hired for help guide and oversee the creative direction, development and launch of I Dew Care — a K-beauty skincare line dedicated to a youthful target audience.
The branding for this line of products was inspired by current k-beauty and US market trends: millennial pink, quirky packaging, unexpected product innovation and it must looking good on Instagram. Every decision we made for the brand needed to be seen through rosé colored glasses.
The US skincare market was saturated by products that took on a clinical or minimal approach with packaging design. We wanted I Dew Care to disrupt shelves with bold colors, punny names and an energetic type system.
I Dew Care launched online at Urban Outfitters and on shelves at Ulta Cosmetics.
Deliverables
Logo / Branding System / Packaging System / Product Naming / In-Store Signage & Launch
Contributors
Photographer — Nima Salimi
Model — Lore Varga
Make Up — Hayley Kassel
Hair — Kurt Musrak
Global Creative Director — Jeanne Kim
Designer — Amanda Pike & Kaley Rider
Photo Retouching — Jackie Estay