JIINJU
Playful branding, packaging and shoot direction
A colourful beauty project for JIINJU, created to give the sheet-mask range a bold, playful, and ingredient-led visual world.
The work brought together branding, packaging, product styling and digital campaign assets, using bright colour, characterful graphics and handmade paper sets to make each mask feel distinctive.
MY ROLE
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Ideating and shaping the overall look and feel across branding, packaging and promotional assets.
My main focus was art-directing the shoot, hand-cutting paper icons and creating paper sets inspired by the ingredients in each mask: from bubbles and leaves, to avocado shapes and playful product details
CHALLENGES
Making each mask feel unique while keeping the range visually connected required designs to use consistent branding, materials and textures, while differentiating through use of colours, props and characters.
The paper sets needed to match the ingredients and benefits of each product, while still feeling polished enough for digital, social and promotional use.
RESULTS
The final work gave the JIINJU range a bright and recognisable campaign style.
By combining packaging, handmade props and art direction, the project created a playful product world that felt fun, ownable and ready to use across digital and promotional channels.
