BL Lashes

As one of South Korea’s most well-established eyelash extension manufacturers, BL Lashes had built a strong reputation over the decades, but their visual identity lacked cohesion. Their packaging design was inconsistent, making it difficult to establish brand recognition. Additionally, for trademark reasons, they couldn’t change their logomark, but they needed a refreshed identity that reflected both the quality of their products and their proud Korean heritage.As one of South Korea’s most well-established eyelash extension manufacturers, BL Lashes had built a strong reputation over the decades, but their visual identity lacked cohesion. Their packaging design was inconsistent, making it difficult to establish brand recognition. Additionally, for trademark reasons, they couldn’t change their logomark, but they needed a refreshed identity that reflected both the quality of their products and their proud Korean heritage.

We invited Korean-Brazilian illustrator Priscila Yoo to collaborate with us in creating custom illustrations and patterns that authentically represent Korean culture while appealing to an international audience. The brand elements included:

• A tiger – Symbolizing the strength and reliability of their lash glue, as well as Korea’s national emblem.
• A crane – Representing the beauty, elegance, and delicate craftsmanship of their lash extensions.
• A reinterpretation of dancheong – A traditional Korean decorative coloring used on temples and artifacts, bringing a refined and artistic touch to the packaging.

These elements were seamlessly woven into new product packaging, gift bags, mailers, training certificates, and branded inserts, resulting in a brand identity that is unmistakably Korean yet refined for a Western beauty market. With a modern, high-end aesthetic, BL Lashes now clearly differentiates itself from generic, lower-quality Chinese lash brands, reinforcing its reputation for premium beauty products.

In addition to the visual refresh, we revamped their Shopify website, designing:

• A compelling About page that tells their brand story and heritage.
• A streamlined mega menu for effortless navigation.
• Stylized banners to showcase their elevated brand identity.

To ensure brand consistency across all platforms, we provided art direction for new product photoshoots, ensuring that every touchpoint reflects BL Lashes’ quality, elegance, and Korean roots.