Lashable
Rebranding an Established E-commerce Brand
Lashable was already an established e-commerce business with a loyal customer base. Following a company name change, the challenge wasn't to build recognition from scratch—it was to preserve customer trust while introducing a completely new identity that could support the brand's next stage of growth.
The project included a full rebrand, packaging system, visual identity and marketing assets designed to create a seamless transition from the previous brand while strengthening its position in the premium beauty market.
Brand Transition
A complete rebrand designed to successfully introduce a new company name while maintaining customer trust and brand recognition.
Packaging System
A scalable packaging system developed across 20+ products, ensuring consistency, flexibility and strong shelf presence.
E-commerce Experience
A cohesive visual identity applied across packaging, digital assets and marketing materials to create a seamless customer journey.
The Challenge
Changing a brand name is one of the biggest risks an established business can face.
The new identity needed to reassure existing customers while creating a stronger, more memorable brand for future growth.
Every touchpoint had to communicate consistency, quality and confidence without losing the recognition the business had already earned.
The Direction
Rather than relying on decorative beauty clichés, I created a modern identity built around simplicity, structure and recognisable packaging.
The visual system was designed to scale across multiple collections while keeping every product instantly identifiable as part of the same brand.
Minimal typography, bold colour blocking and clear hierarchy created a premium look that feels contemporary without chasing trends.
My Role
I was responsible for shaping the brand from the ground up, translating a business transition into a cohesive visual system. From strategic positioning and identity design to packaging, print, digital assets and creative direction, every element was designed to support a seamless rebrand.
The result was a scalable brand ecosystem that strengthened recognition, elevated perceived value and provided a solid foundation for future growth.
Packaging System
The packaging was designed as a flexible system rather than individual products.
Each collection follows the same visual principles while using colour, naming and hierarchy to distinguish different lash styles and accessories. This approach allows new products to be introduced without compromising consistency or recognition.
Across more than twenty SKUs, the result is a packaging family that feels cohesive both online and on the shelf.
Brand Experience
The rebrand extended beyond packaging into every customer interaction.
From the Shopify store and launch assets to printed inserts, product photography and marketing materials, each touchpoint reinforces the same premium experience and strengthens long-term brand recognition.
The Outcome
The new identity successfully introduced Lashable under its new name while maintaining a professional and cohesive customer experience.
The project transformed a necessary name change into an opportunity to elevate the brand, creating a scalable identity that supports continued product expansion and long-term growth.
