LANEIGE
Brand System
LANEIGE digital
brand system redesign
Problem → Proof
Before → After
Before, every post was a one-off: new type, new color and a new layout each time. Here are the same three post types, rebuilt on the system.
01 · Offer post
Before
After · new system
- One type family, headlines in caps
- Clear order: headline, offer, button, product
- Stickers and badges removed, the product is the hero
02 · Results post
Before
After · new system
- Claims grouped in one proof panel, same order every time
- Numbers set in Noto Sans, not hand lettering
- Doodles out, ingredients and texture tell the story
03 · Ingredients post
Before
After · new system
- One callout style: ingredient name, then benefit
- Headline in brand caps, no italics or highlight boxes
- Color pulled from the Lip Sleeping Mask palette
Rules
Logo &
Type
One logo lockup system and a clear type hierarchy, so every asset reads as LANEIGE first.
Rules
Color
A core brand palette, plus a palette per product family, so each line is recognizable at a glance.
Templates
Cream Skin
Carousel
The system as modules: every carousel tile has one job, so new launches assemble in days, not weeks.
Flex
Retinol
Launch
Same modules, new product: the system flexes to a new color world and education-led story without breaking.
Scale
Product
Categories
Applied across skincare and lip care in one consistent design language: product, palette, then the posts it produces.
Scale
Paid Media
Seasonal and evergreen paid social, all built from the same system. Motion first, made for the feed.
Result
Deliverables
Still in use by
LANEIGE today
