Rebranding Fairy to stand out in a saturated market of lookalike color con brands through concept-driven identity and emotionally resonant design
About the project
In Japan’s competitive color contact lens market, many brands rely on celebrities or influencers as the face of their campaigns. Fairy, already a category leader, wanted to differentiate themselves without relying on endorsements — and approached us to reimagine their visual identity from the ground up.
We began by shifting the brand narrative toward self-expression and emotional connection, distilling it into the idea of “Your Color, Your Story.” I led the design direction for the rebrand, developing a new logo, packaging, and visual system that centers on softness, transparency, and individuality — drawing inspiration from the lens materials and the emotional moments that color contacts often accompany. The result is a brand that feels more intimate and expressive, and one that resonates with users on a deeper level.
Result
The rebrand helped Fairy move away from a celebrity-reliant model and reposition itself as a thoughtful, design-first brand. It not only expanded the brand’s reach among younger and more style-conscious audiences, but also set a new tone in the category — proving that emotional design and strategic storytelling could outperform traditional tactics.