CLAIRE'S
Dewii is a playful beauty collection designed to capture the energy, color, and self-expression of a younger consumer while still feeling polished and retail-ready. The line uses glossy finishes, soft pink tones, transparent packaging, and candy-like color variations to create a fun, collectible beauty experience that feels approachable but elevated.
As the Branding and Product Designer, my role focused on developing the visual direction, product presentation, packaging language, and overall retail-ready aesthetic. I helped shape the collection from concept through final execution, creating a cohesive cosmetic system that balances trend-driven beauty, youthful expression, and strong shelf appeal.
SERVICE
Branding & Packaging
CLIENT
YEAR
FiveBelow
2025
CREATIVE DIRECTION
I led the full creative direction from initial concept to final retail presentation. This included developing the product vision, visual language, color palette, packaging direction, and overall brand experience to ensure the line felt cohesive, marketable, and shelf-ready.
CONCEPT DEVLOPMENT
I developed the full product concept from the ground up, translating trend research, consumer insights, and category opportunities into a clear creative system. Each product was designed to feel current, playful, and commercially relevant while still supporting a strong brand identity.
RENDERING & VISUALIZATION
I created realistic product renders and presentation visuals to bring the line to life before production. These visuals helped communicate packaging structure, material finishes, color direction, and how the full collection would live together as a retail-ready assortment.
PRODUCTION & RETAIL
I carried the concept into production by preparing packaging artwork, refining product graphics, and supporting the transition from design approval to final shelf presence. My focus was to create a line that not only looked strong in concept, but translated successfully into a polished retail product.
