Reinventing Genie Beauty:
Brand & Packaging Redesign
Summary
I directed a full branding redesign for Genie Beauty, modernizing its identity to engage a younger audience. The Instant Line Smoother packaging redesign refreshed its 20-year-old look, using bold visuals to boost shelf visibility and brand impact.
My Role
Update the branding and redesign the product packaging to attract a younger audience while boosting visibility on retail shelves.
Branding Update
I directed the packaging and branding redesign, integrating bold pink, orange, and metallic accents to modernize the look while incorporating the large inventory of metallic bottles. Applying my expertise in color and visual accessibility, I refined the palette for strong contrast and shelf visibility.
I also introduced a youthful monogram—versatile and memorable—creating a cohesive identity across platforms and product lines.
Competitive Analysis
I conducted a competitive analysis of beauty brand logos and packaging to identify trends and opportunities. The insights guided a strategy balancing industry standards with bold differentiation for stronger shelf appeal.