Fit for a Princess
Kiss Me Mascara Rebrand Project
*This project is not affiliated with kissme.
Role
Brand Designer
Timeline
5 Weeks
Feburary 2026
Tools
Adobe Firefly
Adobe Express
Photoshop
Figma
Team
Individual
01 CONTEXT
A Rebrand Project
As a disclaimer, none of the featured work is in affiliation with Kiss Me Mascara or ISEHAN group. I was tasked to create a brand strategy and new visual identity for a brand that could improve its market presence.
02 BRAND ANALYSIS
A Cult Favourite With Room to Grow
Kiss Me is a well-known Japanese beauty brand, particularly popular among Asian consumers for its long-lasting and reliable mascaras. Its products have built a strong reputation among consumers who value defined, voluminous lashes that stay in place throughout the day.
However, much of Kiss Me’s existing branding and audience perception is strongly tied to Asian beauty trends and aesthetics. While this has helped establish a loyal customer base, there is an opportunity to make the brand feel more inclusive and approachable to a wider range of consumers.
However, much of Kiss Me’s existing branding and audience perception is strongly tied to Asian beauty trends and aesthetics. While this has helped establish a loyal customer base, there is an opportunity to make the brand feel more inclusive and approachable to a wider range of consumers.
How can Kiss Me expand beyond its existing audience while maintaining what makes the brand recognizable?
03 COMPETITOR RESEARCH
Maybelline Sky High Mascara
Maybelline Sky High focuses on dramatic length, volume, and long-lasting wear, appealing to a broad audience through its bold and youthful branding. Compared to Kiss Me, its messaging focuses more on lash impact.
04 DESIGN DIRECTION
Fit For a Princess
The rebrand focuses on the idea that anyone can be a princess. Kiss Me’s waterproof mascara keeps lashes looking flawless throughout the day, allowing users to feel confident, beautiful, and their best from morning to night.
Tagline
"Fit for a Princess"
Rather than positioning the product around a specific beauty standard, the new identity celebrates the feeling of being a princess, something that anyone can experience, regardless of who they are or how they choose to express themselves.
05 FINAL DESIGN
Anyone Can be a Princess
06 TAKEAWAYS & NEXT STEPS
What it Took to Design a Feeling
This project allowed me to put a lot of thought into the meaning and intention behind a brand, rather than focusing only on how it looks visually. Throughout the rebranding process, I learned how important it is for a brand identity to have a clear purpose, personality, and voice that connects with its audience. Developing the idea behind the brand helped me understand how visual choices, messaging, and storytelling can work together to communicate a consistent identity.
I also explored how AI tools could support my creative process through idea generation and visual experimentation. While AI helped me quickly explore different possibilities, I found that the most important part was still making intentional decisions about what fit the brand and the story I wanted to communicate.
Overall, this project strengthened my understanding of branding as more than just creating a visual identity. It is about creating a meaningful experience and giving a brand a voice that people can recognize, connect with, and understand.