Yubin LeeIndustrial designer in New York City. Focus in innovating product, brand strategy and experiences.



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©2024 Yubin Lee


Cécred

A line of heroic hair care products for Beyoncé, supercharged with the most advanced science to deliver truly powerful care. 

The shape language is heroic and reminiscent of ancient architecture, with its stone-like textural quality balancing technical typography to reinforce the brand’s role as a bridge between hair care’s past, present, and future.

Erik Berg Kreider
Matthew Spencer
Hanbi Ko
Aiden Lee
Yubin Lee

Photos by Andy Jackson

_2022 - 2023
Industrial design (beauty packaging)

Beyoncé set out to create a brand that advances the future of hair care through a combination of cutting-edge science with centuries-old wisdom. Aruliden supported Beyoncé in bringing her vision to life, creating a brand honoring tradition and delivering performance, with reference to the ancient and the modern in equal measures. 

Additional process upon request.

Taking inspiration from totems and stacked notions, we ideated around systematic silhouettes that could eventually scale across the SKUSs within the line. 
Cecréd is the science of ritual. Powered by the belief that the future of hair care lies in the science and wisdom of traditions and rituals. 
Capturing sacred relationships with hair, the brand casts its audience as muse, highlighting the diversity, and the connections between generations.