From scattered to undeniable: the Arcadia Beauty rebrand
Kristel Tariman
From scattered to undeniable: the Arcadia Beauty rebrand
Beauty · Philippines · Brand Strategy, Visual Identity, Packaging Design
"Some even thought we were a Korean brand — which was actually our goal."
— Product Manager, Arcadia Beauty
The situation
Anna Cay, a well-known Filipino YouTuber, had built a beauty brand with real momentum. But as the product line grew, the brand didn't grow with it. Each product line had its own look and feel. Nothing tied it together. Visually, it was all over the place.
She also had a bigger ambition: she didn't want the brand to live in her shadow. She wanted something that could stand on its own and eventually expand beyond the Philippines. That meant a full rebrand. A new name. A new identity. And a very tight timeline: 1–2 months to launch.
Services delivered:
Mini brand strategy - name conceptualization to creative direction
Brand identity - color palette, logo suite & typography suite
Campaign creative direction - initial product launch creative direction for photoshoot and social campaigns
Packaging - packaging design across products
The approach
The first job wasn't design - it was clarity. Before a single visual decision was made, we went deep on strategy: who this brand is for, what it needs to feel like, and what it needs to say without Anna in the room. That foundation informed everything that followed.
The name AC Beauty was left behind. In its place: Arcadia, a name that evokes a kind of idealized beauty, soft and timeless. The visual identity followed: feminine but elevated, warm but refined, with a cohesive system that finally made every product feel like it belonged to the same world.
We worked through strategy, identity, and packaging design, all within the 1–2 month launch window. The whole process was designed to move fast without losing the thinking.
The result
Brand perception - Mistaken for an international brand
Launch outcome - Positive customer reception + new customers acquired
Internal clarity - Team aligned on direction post-launch
The launch went well. Customer reaction was positive. People recognized the brand and some assumed it was Korean, which was exactly the benchmark the team had set. Arcadia Beauty now had a visual identity strong enough to grow on its own, and a strategic foundation to take it beyond the Philippines.
What the client has to say:
"Kristel is very professional but also easy to work with. She listens, understands your vision, and helps turn it into something cohesive and elevated. The whole process felt organized and clear, and she really knows how to build a strong brand direction. I'd definitely recommend working with her if you're serious about leveling up your brand."
— Product Manager, Arcadia Beauty
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Posted May 13, 2024
A Filipino beauty brand, rebranded from strategy to packaging in under 2 months. New name, new identity, new direction - mistaken for a Korean brand at launch.
