009Building a Brand from Scratch
- Client
- Lemme
- Industry
- Health & Wellness
- Output
- Creative Strategy
Kourtney Kardashian's wellness brand needed to stand on its own: culturally fluent, Gen Z-ready, and strong enough to outlast the celebrity halo.
DE-YAN delivered end-to-end brand strategy, including naming, brand positioning,visual identity, packaging, product design, web, and campaign ideation, building a brand POV that balanced star power with independent credibility. The packaging deliberately moved away from a clinical, pharmacy look, positioning the products as objects for the vanity table rather than the medicine cabinet. Lemme launched with the kind of brand coherence that turns a celebrity venture into a category player. This foundation helped carry the brand to Brand of the Year honors at the 2025 WWD Beauty Inc Awards.
- $200M
- Revenue
- 16 months
- time to market
