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Pink Power by JOOCYEE
2023



Role
Logo
Packaging 
Social media Campaigns
Gifts with PurchaseJOOCYEE is one of the fastest-growing cosmetic brands in China. We collaborated with renowned cartoonist Zhu Deyong to launch a joint series called “Pink Power.” Inspired by the “Se Girls” comic, the series features four distinct female protagonists: one is a heartthrob who desires love but not marriage; another is a career-oriented woman who prioritizes work over romance; the third is obsessed with marriage; and the fourth is a naive and adorable character. They represent four completely different views on love and life held by modern urban women. I designed four gift boxes for these characters, showcasing different combinations of pink tones to convey a call for female diversity. Through this collaboration, JOOCYEE hopes to showcase different female strengths with the “Pink Power” series and encourage every modern woman to continuously seek and uphold their own life attitudes.

For the graphic design, I highlighted each character’s classic quotes from the comic as the main visual element, using them on the front of the gift boxes and on social media. The quotes and series logos are presented in bold to emphasize female power. For the gift box design, my inspiration came from books, employing a flip-top design to present the products and gifts in a book-like format. The selection and design of gifts were carefully matched to the personality traits of the four characters. For example, the gift for the heartthrob, a favorite of the masses, is a mirror, while the career-oriented girl's gift is a notebook.  

I was also responsible for the overall packaging and gift design process, including liaising with suppliers and printing factories, supervising the final output to guarantee color accuracy and quality.

Social media campaigns: wechat official account article (best viewed on mobile browser):
https://mp.weixin.qq.com/s/C0oNcpACKO6xukihBcoLrg