Brand Creation & Creative Direction
Lilly
Grace
Built from a blank page — a bold, vibrant beauty tools brand for tweens and young adults. Name, logo, identity, and packaging direction across 6+ product categories.
Brand Creation & Creative Direction
Built from a blank page — a bold, vibrant beauty tools brand for tweens and young adults. Name, logo, identity, and packaging direction across 6+ product categories.
Campaign & Brand World
The beauty tools market was split between two extremes — products aimed at young children, and adult-positioned brands with no relevance to a 14–25 year old discovering beauty for the first time.
The gap was real: a growing demographic who wanted products that felt fun, expressive, and genuinely theirs. Not their mother's brand. Not something designed for a 10-year-old. No brand was speaking to them with the right energy, the right price point, or the right aesthetic. Everything had to be built from scratch — the name, the world, the shelf presence.
Full Product Collection
Premium, on-trend beauty tools that radiate creativity and joy — designed for those who embrace a bright, youthful spirit.Lilly Grace — Brand DNA
I created Lilly Grace from the ground up — name, logo, color system, tone of voice, and full packaging direction across multiple product categories. The identity had to work hard: playful enough to feel fun, polished enough to feel premium, distinctive enough to own shelf space.
Packaging was designed as the primary brand expression, with structural concepts unique to each category. The Hollywood mirror boxes echo the product inside. The nail polish bottle shape for the Mini-Mani kit communicates the product instantly. The disco ball blister for the Glam Tools set turns a routine shelf hang into a statement piece.
Typography pairs the custom Lilly Grace script logo with Montserrat Alternates — balancing personality and legibility across small-format packaging text. The color system is deliberately expansive, letting each product category own its moment while staying unmistakably on-brand.
Product Line
Signature Products
No single hero color — a full spectrum that lets each product category own its moment. Combinations drawn from complementary pairings: hot pink + teal, mint + purple, yellow + pink. Applied across 30+ SKUs, each pairing feels deliberate and distinct while the whole system stays unmistakably Lilly Grace.
Lookbook & Packaging Details
Brand System & Packaging Details
Packaging as the first brand touchpoint — before the product is ever seen
Glow & Behold — Hollywood Vanity LED Mirror
Consistent system scaled from small-format pack to hero product
Glow Getter — Hollywood LED Mirror with Storage Drawer
Lilly Grace launched as a fully formed brand across a complete product range — with a design system consistent enough to scale and distinctive enough to be immediately recognizable at retail.
