XIMAO
Gel Eyeliner Pencil
Client
XIMAO
Service
Brand Visual Design
Packaging Design
Team
CD:Kake 、 Kevin
D:Yanzi、AGANG
3D:Mega
T:2022.11
XIMAO
Service
Brand Visual Design
Packaging Design
Team
CD:Kake 、 Kevin
D:Yanzi、AGANG
3D:Mega
T:2022.11
Through a systematic upgrade of its brand identity and packaging, XIMAO successfully established a distinctive and highly recognizable visual presence within the competitive eye makeup market.
Centered around the core visual symbol of the “cat,” we developed a memorable pixel-cat graphic as a key supporting brand asset and extended it consistently across the entire packaging system. The packaging structure was also reimagined: instead of using a conventional folding carton, we introduced a tear-open box format, creating a more engaging unboxing experience and adding a playful layer of interaction to the product.
Centered around the core visual symbol of the “cat,” we developed a memorable pixel-cat graphic as a key supporting brand asset and extended it consistently across the entire packaging system. The packaging structure was also reimagined: instead of using a conventional folding carton, we introduced a tear-open box format, creating a more engaging unboxing experience and adding a playful layer of interaction to the product.
With its differentiated visual language and youthful brand personality, XIMAO has successfully positioned itself among younger female consumers within the eye makeup category, laying a strong visual foundation for future brand growth and market expansion.
XIMAO is a beauty brand specializing in eye makeup products, primarily targeting a younger female audience. Its product portfolio includes liquid eyebrow pens, gel eyeliner pencils, under-eye concealers, and other eye-focused cosmetics.
As competition in the beauty market continues to intensify and product identities become increasingly homogeneous, XIMAO sought to establish a more distinctive and memorable brand image through a comprehensive visual identity upgrade.
This project focused on developing a new brand visual and packaging system for XIMAO’s Gel Eyeliner Pencil. The primary objective was to build stronger differentiation and a younger, more recognizable brand personality within a highly saturated eye makeup market.
Drawing inspiration from the brand name “XIMAO,” meaning “slender cat,” the visual concept was developed around the idea of the cat. We created a highly recognizable pixel-cat graphic as a supporting visual device, derived from and visually connected to the existing logo so that it could be seamlessly integrated throughout the packaging system.
Repeated, naturally stacked compositions of colorful cat heads create a playful visual rhythm while continuously reinforcing brand recognition at every consumer touchpoint.
At the structural level, we moved beyond the conventional packaging formats commonly used in beauty products. The standard folding carton was replaced with a tear-open box, introducing a more playful interaction and enhancing the overall unboxing experience.
By combining efficient brand recognition with a youthful sense of playfulness, the new design system enables XIMAO to establish a differentiated visual identity within the eye makeup category. More importantly, it transforms “XIMAO” from the name of a single product into a memorable beauty brand with a distinctive attitude and personality.