PROBLEM
Lifeshare had no clear brand hierarchy. Product tiers blurred together, value was hard to communicate, and the brand couldn’t compete in a crowded skincare market.
APPROACH
Working as part of a 4-person team on an industry-sponsored brief, I helped design a three-tier brand architecture — each tier with its own identity, audience, and visual language — held together by one system.
OUTCOME
A scalable identity spanning three price points and consumer groups, extended across packaging, campaign visuals, and advertising concepts.
01 / CONTEXT
Lifeshare Cosmetics was an industry-sponsored project brief, delivered through school as a 4-person team rather than a solo client engagement. The China-based skincare company needed a stronger market presence through a more defined, scalable identity system.
The brief: engage distinctly different consumer groups — without fracturing into three unrelated brands.
02 / PROBLEM
The existing branding didn’t separate product tiers or establish a clear identity in a competitive market. Different audiences, different price points, one undifferentiated look — value had nowhere to land.
How might we build one brand system that speaks three different languages — accessibility, refinement, and luxury — without losing coherence?
03 / STRATEGY
04 / THE SYSTEM
LSC
Medical · Edgy · Bold. The youth line — bold layouts and energetic visuals that appeal to younger audiences without alienating older ones.
Lifeshare
Organic · Sustainable · Contemporary. The core line — natural colors and textures, recyclable materials, refillable pods. Sustainability without sacrificing accessibility.
Abyss
Timeless · Luxurious · Exclusive. The premium line — restrained typography, elevated materials, designed for the most refined consumer.
tier 001
lSC
tier 002
lifeshare
tier 003
abyss
05 / OUTCOME
The final system repositioned Lifeshare into a structured, market-aware brand able to address multiple consumer groups simultaneously — a cohesive identity that scales across price points instead of splintering.
No testimonial on file — the page stands on the three-tier system and its execution.
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