Kaiyele - Brand Identity and eCommerce Design

A rebranding for Kaiyele, a Canadian online retail store selling beauty essentials and apparel for women, founded by a Filipina entrepreneur. The business introduces a "self-care package" for the customers where they can pre-select from the online product inventory with free surprise items from the catalog.

PROJECT BRIEF
The founder's problem was that her brand was not gaining much recognition, which didn't generate enough revenue. Upon diagnosis, I discovered that her brand identity is identical to her competitors, so the challenge was creating a fresher look for Kaiyele to make it stand out.

METHOD
Since the brand targeted young women, I created a new look that was minimalist and organic yet fun. It emanates a youthful vibe but still depicts the brand's message of embracing one's uniqueness and having confidence that color, ethnicity, size, gender, or age doesn't matter. The deliverables also included packaging design and UI design since these two are the main touchpoints of the brand.