LANEIGE DIGITAL BRAND SYSTEM REDESIGN

This project redefined Laneige’s digital brand system to support clearer product storytelling, improved consistency, and stronger visual recognition across digital touchpoints. The system was designed to scale across product lines, campaigns, and paid media while maintaining flexibility for seasonal and regional execution.

Designing a Scalable Digital Brand System

Developed a refreshed digital brand system to modernize Laneige’s visual language while maintaining brand equity. The system introduced clearer hierarchy, refined typography, and a more cohesive color strategy designed to scale across digital touchpoints.

Typography System

Color Framework

Brand System Transformation

Before-and-after examples demonstrate the application of the new brand system, highlighting improved clarity, consistency, and visual impact across product storytelling and campaign layouts.

NEW SYSTEM

NEW SYSTEM

NEW SYSTEM

Design System Applied Across Product Categories

Design System Applied Across Collections

  • INGREDIENT

  • CLAIM

  • CLAIM

  • COMPASSION

  • PM ROUTINE

  • AM ROUTINE

  • REFILL

  • PACKAGE

  • INGREDIENT

  • ROUTINE

  • CLAIM

  • ROUTINE

  • ROUTINE

  • CLAIM

  • PCAKAGE

  • RESULT

  • HOW TO

Paid Media Executions with the New System

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