Olay Rebrand.
Concept Branding
Logo & Branding
Beauty & Cosmetics
Packagin Design
This project reimagines Olay as a generational beauty brand that reconnects with its origins while expanding towards a younger audience.
Olay is positioned as a brand for all women across generations, from daughters to mothers and beyond. It celebrates continuity, care, and shared identity through beauty.
The rebrand develops a refreshed visual and verbal identity system, including a new art direction, updated logo exploration, editorial copy tone, and merchandise applications. Together, these elements define a cohesive brand world that bridges heritage with modernity.
Across the decades, Olay’s branding has evolved through multiple acquisitions and shifts in market positioning. This evolution led to the gradual loss of its once-distinct pink visual identity, which had previously defined the brand.
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