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What If Nike Tried to Sell You Mascara?

by Natalie Mouradian on 09/19/2017 | 2 Minute Read


Today, brand experience is now more important than ever. Brands try to convey a unique sense of identity, and the very notion of that identity is deeply intertwined with the value the brand provides its customers.

But if you have a brand with a strong presence and a trusting consumer base, can that brand extend themselves to new places and create products we wouldn’t normally associate with them?

For instance, when we talk about Amazon, we don’t just think about books anymore. We think of them as a virtual department store or grocer, a destination where we can get everything under the sun.

We tasked a group of young and emerging designers with creating extensions of well-known brands by imagining that they’ve unveiled a line of personal care and cosmetic products. 

And this wasn’t just any re-brand. Designers were to not only take the core characteristics of familiar brands and expanding them into a new line of products, but also consider the unique attributes of their consumers as well.


Close your eyes and try imagining a brand like Nike getting into the cosmetics game.  It’s no easy task and that’s just what Kim Michelle chose for her Art Center Project. This sporty line of cosmetics feels right at home with the brand, so much so, that we could see ourselves buying a tube of their everlasting liquid lipstick.


Designed By: Kim Michelle

School: ArtCenter College of Design

Instructors: Andrew Gibbs & Jessica Deseo

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