Mirae
End-to-end brand strategy and identity for a South Asian beauty brand, bridging cultural heritage with modern premium positioning.
Year
2024
Service
Brand Strategy & Identity
Category
Beauty / Consumer
Tool
Illustrator, Photoshop, Figma
Mirae is a South Asian makeup brand that needed to feel both rooted and contemporary. The challenge was designing an identity that honored cultural aesthetics without defaulting to clichés. I developed the brand strategy, positioning, full visual identity, packaging direction, and brand guidelines. Creating a system that feels premium, culturally grounded, and ready for market.
Mirae needed a brand before they needed better visuals. That meant the work had to deliver: a positioning that carved out real market space, a voice that felt human not performative, a visual language built for brown skin not adapted for it, and a system that holds consistency without a designer in the room.
Strategy came first. Brand story, market positioning, buyer personas, tone of voice, messaging matrix. Then identity: logo refresh with technical corrections, a full color system, typography hierarchy, brand guidelines, stationery, collateral, and social media templates. Mirae now has what most early-stage brands don't: clarity.
