I rebranded Swiss Beauty, an affordable luxury brand, by moving away from its simple black-and-white identity to something more expressive, trend-driven, and culturally relevant which helps the audience connect more deeply with the brand. Based on audience research into their demographics, behavior, and aspirations, I developed a creative strategy and visual identity that reflects the brand’s core values of self-expression and “makeup is for everyone.”

The rebrand included new logo, typography, colour palette, and packaging design across skincare, lipstick, and nail collections — creating a fresh identity that feels modern, inclusive, and true to its audience.
This rebrand bridges the gap between affordability and aspiration, making Swiss Beauty a brand its audience can see themselves in.