Our approach
The foundation of our work was heavily based on harnessing a distinctive outlook on fast beauty by empowering KOLs, stakeholders and consumers. With an identity engrained in the digital world of social media, we propelled Perfect Diary to represent an unlimited point of view on beauty.
Most importantly, Perfect Diary celebrates a vast spectrum of makeup artistry. This allowed Perfect Diary to become an authority in trend and celebrate the diversity of what makeup can express.
Their ask
Perfect Diary took spotlight as China's first beauty disruptor with its focus on local Gen Z consumers. With its fast approach to product
development and rigorous, reactionary positioning to consumers, the brand needed to deepen its
definition of what it stood for, where it's going, how it looks and how its packaged for two consumer mindsets: local Chinese consumers and KOLs.
Our services
Strategy & Branding brand audit
positioning voice & tone visual identity packaging design digital design Industrial Design product design packaging design
Brief
Discovery
From in-house interviews to focus groups in China (which included a 15 hour flight to Guangzhou), we set out to find the heart of the brand and evolve it into a meaningful experience. We ultimately found a curious and innovative spirit that would transform the brand into a leader in the Chinese beauty market and eventually an international powerhouse.
discovery finding and path ahead
By tangible measures Perfect Diary is an unequivocal success in the market.
Now is the time for the brand to evolve from only being a market leader to being
a thought leader as well, to become an enduring brand of now and the future.
PERFECT DIARY
Discovery
positioning
Perfect Diary is a brand that is focused on shaping
the future of beauty.
Definition
mission
They exist to empower stakeholders and consumers to use beauty as a
tool to fulfill and expand the
possibilities in their lives.
tagline
Beauty, Unlimited
BY TIME.
BY TRADITION.
BY GEOGRAPHY.
BY EXPECTATION.
BY PRECONCEIVED NOTIONS.
BY STEREOTYPES.
BY CATEGORY.
PERFECT DIARY
Definition
strategic result
With the brand's positive
interdependence, there is no limit to what all parties, stakeholders,
consumers and KOLs, can do.
You are left so confident in your identity and influence that you allow others to find that power
in themselves, too.
Definition
Logo exploration
With a luxurious attitude, our logo approach was to focus on refined typographic forms, introduce a monogram — an ode to luxury fashion houses — with the
potential to create a brand pattern for a robust branding system.
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logo before logo after
Logo design
monogram
PERFECT DIARY pattern
Monogram & pattern design
Branding — visual system
Perfect Diary's vision is future-focused with a passion for digital expression.
The brand system is entrenched in rich, dramatic color and delicate typography.
Branding — art direction
Boldness and luxury emphasize the unlimited perspective of evolving media, experimental digitization and putting expressive makeup at the forefront.
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Brand application studies
MASHAMA MASHAMA
SMOOTH COLOR
MASHAMA
INSPIRED
Brand application studies
Content for Weibo
PERFECT DIARY
Brand application studies
Brand application studies
Content for OOH
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Voice, tone and copywriting samples
Defining the voice and tone of the brand takes solid grounding in the need to empower stakeholders, KOLs and consumers. The messaging empowers daring
creativity, self-discovery and unifies the brands' visual tone of artistry.
BEAUT Y, UNLIMITED
THROUGH BOLDNESS
BEAUT Y, UNLIMITED
BY RULES
BLUSHING FOR
BEAUT Y, UNLIMITED
FOR YOU
ANGLES FOR EVERY
Primary packaging exploration
Exploration included the mixing of shapes, creating sculptural forms and finishes that would push the primary packaging into an extraordinary realm.
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Primary packaging
The Perfect Diary product family combines disruptive elements with an understated sense of luxury to balance
visual engagement with approachability.
Primary packaging
THE LIPSTICK
Mixing shapes—ellipse and hexagon—create an artful silhouette. The elongated forms are smooth and seamless. Gold debossing accents the black for a luxe mood.
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Primary packaging
THE FOUNDATION
The finely chiseled form gives a clean contrast to the circular cap. Frosted glass adds a weighted effect—the definition of luxury.
Primary packaging
THE MASCARA
Subtle curved surfaces and multi-faceted form distinguish the mascara from an ordinary cylindrical shape.
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Primary packaging
THE POWDER
Compact and circular with a transparent inlay adds depth to the overall form.
Primary packaging
THE EYESHADOW
Crisp and angular in shape and a transparent inlay with the ability to insert beauty imagery. Each palette has its own persona.
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Secondary packaging exploration
The goal was to maintain simplicity accented with intrigue through the
"unboxing" experience. We looked at perferated tear-aways, pedestal boxes and the blossom box. We wanted to match the fashion-forward steer of the brand with a classic finish. Clean typesetting, pops of color and spot gloss finishes.
Secondary packaging
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Secondary packaging
The packaging system for secondary cartons is grided and flooded with ample space. Clean and simplistic typesetting accent the design while giving
promenince to the Perfect Diary logo. Color matched lids and patterned interiors give the system an exciting element.
Brand book
A finalized brand book inspires and ignites consistency to fuel the brand's speed without compromising its position.
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relevant takeaway
Enduring beauty brands project a distinct point of view from within—
which reflects the spirit of the times and the consumer who lives in that moment.
But never deviates from its core conviction.
In closing
relevant takeaway
With its evolved and elevated process and point of view,
Perfect Diary is Beauty, Unlimited.
PERFECT DIARY
