By : Nurin YasminFINALREPORTDesign Development and Dissemination
ContentTABLE OFINTRODUCTIONRESEARCHDEFINE01020304IDEATE05PROTOTYPE06SELECT07IMPLEMENT08LEARN09CONCLUSION
Cubre Mi Sdn.Bhd was established to help women enhance their beauty through affordable,high-quality and Muslim-friendly cosmetics. The company was founded by Afzalizah Nizam Azizan ,Cubremi has been in the market since 2017 and has significant growth, particularly in the last three years, with over 100,000 units sold. The company’s success is attributed to a focus on effective marketing and branding strategies. A key aspect of their business is a commitment to using safe and reliable products , with Cubremi products being halal-certified , lab-tested and approved by the Ministry of Health Malaysia.The company’s name “Cubremi” comes from a Spanish phrase meaning “ Cover Me”, highlighting oneof the core functions of its makeup products , to cover and protect skin imperfections and boost wearer confidence. The founder began with a modest investment and has build a thriving business that empowers mostly homemakers by providing quality cosmetics at affordable prices.Cubremi Sdn.Bhd.’s mission is to help women feel beautiful by providing them with accessible, high-quality and halal beauty products that are comparable to international brand. While the company’svision is not explicity stated, its mission suggests a vision focused on empowering women through beauty and accessibility.Mission : Cubremi’s mission centers on providing accessible, halal and high-quality product specifically for women. This implies a focus on affordability and meeting the needs of specific customer segment.Vision : Cubremi’s vision empowers women by providing them with beauty products that enhance their confidence and self esteem , making quality beauty available to a wider range of consumers and catering to the needs of specific market segment with halal-certified products. Introduction 01 ABOUT CUBREMIVISION AND MISION
Cubremi explicity targets helping women, especially housewives to generate income by starting as dropshipperss or agents. The company nurtures their growth , enabling a clear objective to see more women financially independant through Cubremi’s business oppurtunities.The overarching goal involves not only delivering quality cosmetic products at resonable prices but also expanding Cubremi’s presence throughout Malaysia by opening branches across various states.This demonstrates a strategic commitment to scale the business while retaining product affordabilityand quality.Cubremi is committed to offering international-quality cosmetics at prices below RM 50 to ensure accessibility for a wide range of consumers, especially homemakers and women who seek quality products with high price tag. The company rigorously tests its formulations for safety and popular color selection through professional chemist before launching. This focus on quality and affordability has helped Cubremi build a loyal customer base and provided business oppurtunities for many women to earn income as agents or stockist. Cubremi specialize in affordable, high-quality cosmetics targeting young adults and homemakers,offering products like foundation, eyebrow pencil, lipmattes, blusher, and eyeshadows with a strong focus on accessible pricing quality.Cubremi’s characterized by bright, cheerful, soft colors designed to appeal to young women and teens seeking a sweet, adorable, and approachable look. COMMUNICATIVE OBJECTIVETARGET AUDIENCE
02 DefinePROBLEM AND SOLUTION PROBLEMCubremi”s logo is designed the initial “CM” but the way the “C” is inverted makes thelogo resemble the “Maeez” logo. This leads people being confused when they see the logo.Cubremi target audience are teenagers and young adult,but the packaging looks childishand unattractive.The cartoonfigure doesn’t match elegant concept. Eventhough the brandidentity uses pastel pink as theirbrand identity, the design makesit looks like a kid products.BRAND STRATEGY PACKAGING DESIGN ADVERTISING DESIGNSOLUTIONBRAND STRATEGY PACKAGING DESIGN ADVERTISING DESIGNThe problem is the poster looking too cluttered with too many fonts, colors and overlaping text,which makes them hard to read. The branding is also not consistent since some posters looks playfulwith cartoon while others try to look elegant, causing confusion to thetarget audience.Cubremi can redesign the “C”so it’s clearer but still stylish,For example, by curving it slighlyor using a different fontstyle. This way the “CM” stays unique, easy to read and won’t be confused with otherbrands .Cubremi should replace thecartoon figure with a more elegant design such as, cleangraphic, minimal icons or soft patterns that still use pastel pink. This way, the packaging will look stylish and mature,matching the elegant concept and appealing to teenagers and young adults.Highlight the key details likeprice, promo and benefits withclear, high- contrast text. Arrange the layout so the eyes go from the product image to the tagline,the the price for a more professional look.
03 Research
SHOW INSPIRATIONBRAND STRATEGY PACKAGING DESIGN ADVERTISING DESIGN
COMPETITOR STUDYMaybelline Fit Me dominates the affordable foundation market with its wide shade range, smooth finish and strongreputation build over many years. It appeals to customerswho want dependable, everyday makeup that blends welland feels lightweight. Their aggressive online advertising,influencer collaborations and constant availability in drugstoresmake them a a powerful competitor. Fo Cubremi, this means competing by offering a more premium look and feel at the same price point, as well as focusing on shades tailored to Malaysian skin tones.Wardah Beauty is a major competitor in Southeast Asia, especially among consumer who value halal-certified and gentle cosmetic formulas. Their branding highlights purity, modest and skin-friendly ingredients, which attracts a loyal audience who prefer natural, fresh makeup looks. Wardah also uses soft colors and calming visual, appealing towomen who want something simple and trustworthy. For Cubremi, this creates an oppurtunity to differentiate with astronger coverage, longer wear and more elegant, confidentaesthetic that still feels safe and approachable. SHEGLAM leverages viral trends, eye-catching packaging and extremely low prices to capture the attention og Gen Z and young adults. Their presence on TikTok and social media givesthem a strong advantage in trend-driven market, allowing themto push new products quickly. However, their low pricing sometimes raises concerns about quality, safety and long-term skin compatibility.
CONSUMER INSIGHTMOODBOARDCubremi’s consumers are young women who wants makeup that fits their real,everyday routines. They look for products that are easy to use, comfortable onthe skin and able to last through heat, sweat and long hours. Many feelsfrustrated by foundations that are to heavy, too expensive or packaged in ways that look childish rather than elegant.They want affordable cosmetics that blends naturally with Malaysian skin tones and create a confident, polished look without requiring complex techniques. Overall, they value beauty solutions that are simple, trustworthy andmake them feel more assured in their daily lives.
04 Ideate
BRAINSTORMINGBRAND STRATEGY
BRAINSTORMINGPACKAGING DESIGN
BRAINSTORMINGADVERTISING DESIGN
SKETCHES BRAND STRATEGY
SKETCHES PACKAGING DESIGN
SKETCHES ADVERTISING DESIGN ( 1 )
SKETCHES ADVERTISING DESIGN ( 2 )
VISUAL STYLE AND MOODBRAND MESSAGINGPACKAGING, LOGO AND CAMPAIGN IDEASCONCEPT, EVALUATION AND SELECTIONCubremi’s concept generation is the process of creating and exploring multiple creative ideas to define the brand’s identity and visual direction.CONCEPT GENERATION01020304Exploring elegant, feminine and soft aesthetics that resonate with the target audience while maintaining a sense of sophistication and approachability.Crafting messages that emphasize confidence, empowerment,natural beauty and ease of use, highlighting Cubremi as a brand that makes women feel beautiful in their everyday life.Developing multiple options for visual identity and promotional materials that maintain consistency across all touchpoints, from product packaging to advertising campaigns.Reviewing all generated ideas to select the strongest, most distinctive and cohesive concept that will guide the brand’s creative execution. The concept generation proces ensures that Cubremi is not just visually appealing but also meaningful, creating a brand experience that is premium yet affordable, confident-boostingand highly relatable to its audience. By exploring a variety of creative directions, Cubremi is able to identify the concept that best communicates its values and sets it apart in the competitive cosmetics market.
05 Prototype
DRAFT LOGO’S
DIELINE EXPERIMENTS( LIMITED EDITION )
TEASER FOLLOW UPROUGH ADVERTISING ( DIGITAL )Beauty EverywhereWhere Art BeginsMelt Into LuxuryA Foundation That Becomes You016-2245364 | www.cubremibeauty.com | Cubremi CosmeticThe Art of Liquid Perfection
06 Select SELECTED HIGHLIGHT AND EXPLAINATION
The pink main box fits Cubremi because it reflects the brand soft’s. feminine and elegantidentity. The pastel pink tone matches Cubrem’s core colour palette, while the delicate floralpattern and clean layout highlight the brand’s focus on beuaty and everyday confidence.The red limited edition box also aligns with the brand but richer, more festive colour scheme to create a sense of exclusivity. The cherry and ribbon motifs add a playful yet classy touch, while the layout , typography and Cubremi icon remain consistent with the main design. This keeps the packaging recognisable as Cubremi but with a unique twist thatmakes it suitable for special releasesThe symbol suits Cubremi because its soft, flowing curves create a feminine and elegant feel that matches the brand’s beauty-focused identity. The pink adds warmth and softnesswhile the gold dot brings a touch of luxury, showing that Cubremi offers quality and care.The wordmark fits the brand through its curved, stylish letterform that reflects femininity and creativity. The pink typography keeps it consistent with the brand’s gentle look and the wavy line adds a refined, premium touch, Together, it communicates elegance and modern beauty.BRAND STRATEGYPACKAGING DESIGN
Melt Into LuxuryA Foundation That Becomes You016-2245364 | www.cubremibeauty.com | Cubremi CosmeticBeauty EverywhereWhere Art BeginsThe Art of Liquid PerfectionTEASERADVERTISING DESIGNFOLLOW-UPThese advertisements reflect Cubremi elegant and feminine brand identity through soft pink tones, smooth textures and luxurious visuals. Each ad highlights the brand’s foundation product as a symbol of beauty and confidence. The use of liquid and splash effects representsthe foundation’s smooth texture and perfect coverage, while the floral and satin elements add a sense of grace and sophistication.Phrases like “ Melt Into Luxury” and “Perfect by Drop” emphasize the product’s premium quality and flawless finish, appealing to women to value elegance in their beauty routine. Overall, these ads successfully communicate Cubremi’s massage of affordable luxury, softness and empowerment while keeping the visuals consistent with the brand’s refined aesthetic.
07 Implement
LOGO APPLICATIONSPOLISHED FINAL OUTPUTSPACKAGING MOCKUPSFINISH ADVERTISING
08 Learn
WHAT WORKED WELL?WHAT CHALLENGES WERE FACED?KEY LESSONThroughout the project, the brand direction become more cohesive and visually aligned.The main and limited-edition packaging successfully reflected the Cubrem’s youthful-elegantidentity, while the logo development strengthened the brand’s recognisability. All these elements came together to create a consistent and appealing presentation.A key challenge was balancing cute and elegant elements, especially when early designslooked too childish for the brand. Matching every design detail, colours, typography,layout and packaging shape to the brand concept required several revision.Developing a logo that felt modern yet suitable for the target audience also took careful refinement.The process showed how important consistency is across all brand materials. Italso highlighted how small design choices like colour tone and spacing can changehow the brand is perceived. Most importantly, having a clear concept from the start madethe decision- making easier and kept the whole design process more focused.
09 Conclusion
CONCLUSIONOVERALL, THE PROJECT STRENGTHENED CUBREMI’S BRAND IDENTITY BY UNIFYINGITS PACKAGING, LOGO AND VISUAL DIRECTION INTO COHESIVE SYSTEM. DESPITE CHALLENGES IN BALANCING THE BRAND’S CUTE AND ELEGANT PERSONALITY, THE FINALOUTCOME REFLECTS CLEARER CONCEPT, A MORE POLISHED AESTHETIC AND STRONGERALIGNMENT WITH THE TARGET AUDIENCE. THE PROCESS NOT ONLY REFINED THE BRANDVISUALLY BUT ALSO PROVIDED VALUABLE INSIGHT INTO HOW THOUGHTFUL DESIGNDECISIONS SHAPE A BRAND’S OVERALL PERCEPTION.
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