Consumer-Facing Brand, Packaging & On-Product

gawonlee
Aug 20
3 min read

Updated: 2 days ago

1. Hygienic Sponge Container

Stand, Stack, and Carry with Ease

Project Introduction

Project Title: Beauty Sponge
Timeline: July 2020
Project Type: Package Design

Specifications: Tin lid & base, 1.8 × 2.8-inch cylinder, transparent PVC body
Tool Used: Adobe Illustrator, Shopify
Designer: Gawon Lee

Project Overview

This project aimed to help a single beauty sponge stand out on crowded shelves. While many competitors use pillows or pouches to cut costs, this often sacrifices usability and visibility.

The stackable, individual pack solves both: it stands upright (displays easily) and keeps the product largely visible through semi-clear PVC. The container doubles as a hygienic case for 10–12 uses, with a secure lid that makes it easy to toss in a bag.

*As I decided to use silver foil as a special effect, I kept the rest of the printing in black. It wasn’t due to a limited budget but simply because there was no need to spend more. All the text remained clear and easy to read.

Design Notes

During market research, we found that most sponges were packaged in clear containers but paired with dark-colored products and text printed in magenta or cyan foil—combinations that often lacked contrast and were hard to read. To improve legibility, we chose a lighter sponge color that aligned with our visual palette and ensured stronger contrast. The packaging was adjusted to 80% transparency at no additional cost, and text remained crisp and readable, even through the curved surface.

2. Mascara Blister Card

Designed to Capture Attention in Just 1 Second

*Unlike the sponge packaging above, which emphasized durability and brand presence, this series was all about grabbing the eye—and converting that split-second glance into a sale.

Project Introduction

Project Title: Kokie New Mascaras
Timeline: September 2021
Project Type: Hanging blister card design

Specifications: 400 gsm recycled pulp board with white coating, 2.4" × 6", full-color front & black back
Tools Used: Adobe Illustrator, Photoshop, Shopify
Designer: Gawon Lee

Project Overview

Blister cards are purely visual—they’re meant to be torn open and discarded, not reused. So material quality isn’t the key; attention is. These cards must stand out instantly in a competitive, trend-driven category. On a rack of 20 to 30 mascaras, a shopper’s glance lasts barely a second. That second is my only chance.

Design Notes

If a product only looks good to the brand team, it won’t sell. A designer’s first task is to understand what visual language actually resonates with customers. The second is to keep up with shifting trends. The third is to figure out why something is working. Only then can you design something that feels current, intentional, and effective.

3. Gradient Blush

Embossed Powder Surface & Box Packaging: a launch that went viral on TikTok before hitting offline stores

Project Introduction

Project Title: Soft Gradient Blush
Timeline: December 2021
Project Type: Product & Packaging Design

Spec: 2.9-inch compact case with a transparent plastic lid and opaque base. The base features a 2.4-inch black sticker for product details. Packaging box made of Solid Bleached Sulfate (SBS) board. The pressed powder surface is embossed with decorative patterns and finished in a gradient blend of three shades for visual appeal.
Tools Used: Adobe Illustrator, Photoshop, Shopify
Designer: Gawon Lee

Project Overview

This blush was launched at the start of 2022 and quickly became a breakout hit—even before reaching offline retail shelves. Traditionally, Kokie’s primary sales channels were drugstores and retailers like Kroger, but this product gained explosive traction online, fueled by viral TikTok content from beauty influencers at launch.

The first two runs sold out quickly, prompting four new shades for a total of twelve. Influencer-driven demand often emptied the brand’s website and even sparked complaints over limited availability. The embossed powder surface received particularly positive feedback, sparking internal discussions about extending this embossed effect to other pressed powder products in the brand’s portfolio.

With its high-quality finish, trendy gradient shades, and unprecedented success ahead of retail distribution, the product resonated strongly not only with its target demographic of teens and young adults but also across a broader age range, earning wide acclaim.