Rebranding Fairy to stand out in a saturated market of lookalike color con brands through concept-driven identity and emotionally resonant design
Japan’s colour-contact market is awash with celebrity-fronted look-alikes. Fairy asked us to win attention without star power. We reframed the brand around self-expression: “Your Colour, Your Story.” Film-style photography replaces glossy model shots. A refined word-mark and delicate packs — each showing a different shimmering cityscape — invite wearers to choose a lens that matches their mood. I led concept, identity and packaging.
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.