Catalyst Lashes is a vegan & cruelty-free eyelash brand based in New York City. Founded by a Chinese-American woman, Catalyst Lashes were formulated to provide effective change to ones appearance, specifically for those with smaller eyes, while retaining the shape and style of the most flattering lashes ever. They were created in the hopes that people can feel good about looking great and not have to compromise comfort or visibility. It is about providing tangible support for marginalized group to uplift each other.

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The Objective

Rebrand and modernize from their old logo while also building a fresh new visual identity to the new logo. From there, we were challenged to create lash packaging, thank you cards and business cards based on the new logo and visual identity. 

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The Solution

We crafted a much more modern version of the logo, still inspired by the old logo in order to not lose the essence and the existing identity. We created a slanted modern and simple typeface to complete the whole look. We also created a complementary visual identity that is feminine yet daring to align with the brand inspiration, “Beauty is the catalyst. You are the change.