Graduates
Back to Projects

Yitong Jiang

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
GPKG-302 Package Design 3
Faculty:
Gerardo Herrera

Into You

Into You, a Chinese beauty brand, mainly targets young adults with a sweet, pink-focused style that doesn’t align with its values of confidence and boldness. To expand its appeal, I repositioned the brand for mature professionals and beauty-savvy consumers, shifting to a more avant-garde, elegant visual style. Its durable, refillable outer cases reduce the footprint, redefining beauty products as cherished "accessories" and emphasizing long-term use with a "jewelry-like texture."
Learning Outcomes:
I learned to systematically build a packaging brand, from research and design iteration (brand, packaging, product) to 3D printing, prototyping, and material selection. This includes creating material boards for client presentations and designing cosmetic retail spaces, systematizing elements like counters, display shelves, and interactive screens. I also gained experience in visual design for social media and motion graphics production.
the trimmed corner on this logo reflects INTOYOU's philosophy – is welcoming the viewer with an inviting gesture
The goal for rebranding is to establish a long-term sustainable packaging solution and align the visual expression with the brand's DNA.
Sustainability is embraced by elevate beauty products as cherished 'accessories.' Using slightly heavier, 100% recyclable stainless steel, it offers superior corrosion resistance and a luxurious feel. reflecting the brand's commitment to "long-term use" and "jewelry-like texture".
The stripe pattern on the packagings is inspired by moiré patterns, a unique visual effect that only appears when light interacts with it. This decision reinforces the concept of "light" in the visual identity.
Outer package family (Light is also the visual respond of brand attitudes, which is—confidence, authentic, and expressive)
Blush
Lip Mud
Closeup shot of eye liner
To addresses the challenge of the retail store's hierarchical problem, I also redesigned a clearer display system as well as the interactive screen in the retail is the respond of meeting consumers' expectations for educational content to guide product selection.
Retail overview
Counter top seasonal design
The curated and stylized photography is focusing on The reeded glass and linear light effects to align with the theme of light