SKII Work – Kristen Luu

SK-II new-user kit design

Packaging, Illustration

Evolving SK-II’s New User Kit to drive appeal and excitement for YE (Young Explorers) consumers.

BACKGROUND

As SK-II continues to expand its reach, the challenge was to refresh the First User Experience Kit with a strategic and visually engaging approach that balances SK-II’s premium essence with a playful, emotionally resonant aesthetic.

ANALYSIS

We discovered brands usually employ 4 distinct architecture strategies:

APPROACH

To drive strategic recommendations for SK-II, we have taken a strategic approach to re-staging our new-user Kit while exploring different box structures. The brand and products with illustrations, are the main focal point.

Utilized graphical silhouettes of SK-II products, creating a clean, intuitive, and modern look
Elevate the unboxing experience, strategically introduce diverse packaging structures
Designed a playful yet structured visual composition, enhancing the product storytelling.

1 - Lead with product renders

2 - Lead with graphical assets

From renders

To graphics

IDEATE

Play in a more emotional space though graphics and language, leveraging playfulness while staying true to SK-II's brand equity and enhancing the product storytelling; Concept 01: "Shape Your Essentials" utilized graphical silhouettes of SK-II products, I designed a playful yet structured visual compositions and created a clean, intuitive, and modern look. Concept 02: "Lines of Destiny" inspired by SK-II’s broader initiative, "Change Destiny," using contemporary line drawings to represent transformation and progress.

DESIGN #1

Thread of destiny

Contemporary, minimal, artistry.

DESIGN #2

Shape your essentials!

Silhouette, intuitive.

RESULT

The designs balance a minimalist yet artistic aesthetic, incorporating textural contrasts and premium finishes to uphold SK-II’s signature luxury appeal. At the same time, youthful energy is infused through innovative packaging formats that enhance interaction and engagement. By integrating unboxing elements that reveal the product journey, the experience becomes more personal and immersive.

Transforming Skincare with the 12-Day Pitera™ Challenge

Packaging, Illustration

A premium, engaging starter set that embodies self-care, transformation, and continuous improvement.

BACKGROUND

SK-II, a renowned premium skincare brand, wanted to introduce a starter set that not only showcased the power of Pitera™ but also engaged consumers in an experiential journey of transformation. The challenge was to design packaging that captured the essence of “kaizen”—the Japanese philosophy of continuous improvement—while evoking positivity, empowerment, and celebration.

Numbered elements to create a sense of progression, guiding users through their 12-day skincare journey
Visualised the concept of reveal and transformation to express personal growth and visible skin improvement
Vibrant, dynamic motifs to highlight small self-care victories throughout the challenge
Integrated empowering messaging, encouraging users to embrace their journey towards better skin.
Structured the starter set packaging to feel like a luxury skincare ritual, enhancing the consumer’s emotional connection