Belvoy Beauty

Overview

Belvoy is world’s first modular, flip-out beauty system designed to make everyday beauty carry more compact, elegant, and adaptable. Over the course of more than a year, I developed Belvoy from early concept and research through product design, prototyping, early manufacturing development, brand identity, positioning, and launch preparation.

Belvoy began as a response to a simple but overlooked problem: beauty products are often designed and sold as separate items, but in everyday life, they are carried, used, and experienced as part of a system. Existing solutions often felt bulky, visually inconsistent, or disconnected from the realities of movement, travel, and daily routine. I set out to design a more refined alternative — a compact, modular beauty system that could bring flexibility, portability, and elegance into one cohesive object.

More than a single product, Belvoy became an exercise in building a complete design vision: one that connects physical form, user experience, visual language, and business narrative into a unified system.

Product Design

Belvoy was developed as a response to the shortcomings of conventional makeup bags, which often feel bulky, cluttered, overpacked, difficult to use, non-durable, and visually uninspiring. We wanted to create a more refined alternative: a compact, organized, customizable, easy, sustainable, and stylish on-the-go beauty experience.

Through concept development and product design, we evolved the idea from a bulky carry format into a clean all-in-one object that sits comfortably in the palm of the hand while bringing greater clarity and elegance to everyday routines. The system was designed around one-link retrieval, allowing all tools to be carried and accessed as one, and a seamless workflow that supports smooth movement between cream, powder, and brush applications.

Its ultra-compact architecture keeps the total volume under 150 cm³, while integrated details such as a built-in ring that doubles as an ejector for plate refills and a spring-loaded quick-swap mechanism make the system adaptable, efficient, and intuitive to use.

Prototyping & Early Manufacturing Development

To move Belvoy beyond concept, we pushed the project through multiple stages of prototyping and early manufacturing development, using each phase to test the design from a different perspective. We began with at-home 3D printing to quickly evaluate scale, form, structure, and interaction, then moved into hand-made silver casting prototypes to explore material presence, finish, and the object’s more refined physical character.

As the project matured, we collaborated with a prototyping studio in Shenzhen and engaged with manufacturing factories in Yangjiang to further investigate production feasibility, construction details, materials, and the transition from design intent to early manufacturing reality.

This process helped us understand how to balance iteration, craftsmanship, and manufacturability while preserving the core vision of the product.

Brand Identity & Positioning

Belvoy’s brand identity and positioning were developed alongside the product itself, with the goal of creating a world that felt as intentional, refined, and distinctive as the object. We built the brand around a clear set of core values — refined, flexible, elegant, and unbound — and translated them into both visual and verbal language.

From typography choices like tightened kerning, lowercase forms, and italic gestures that suggest compactness, softness, speed, and fashion, to a geometric system balancing square structures with softened rounded corners, every detail was designed to reflect Belvoy’s modular, wearable, and modern character. At the same time, we positioned Belvoy as a more compact, organized, customizable, effortless, and stylish alternative to conventional beauty carry, shaping both its functional value and emotional appeal.

As the project grew, I built and directed a small team around this vision, art directing the brand across identity, tone, visual system, messaging, and launch-facing materials to ensure that every touchpoint felt coherent, elevated, and aligned with the larger product story.

Social Media & Promotional Asset Development

As part of Belvoy’s early launch development, we created social media and promotional assets that brought the brand into a more public-facing context. From visual content and launch teasers to campaign storytelling and other communication materials, these assets were designed to build awareness while extending the brand consistently across touchpoints. We approached this work as part of the larger brand system, ensuring that tone, imagery, messaging, and art direction all remained aligned with Belvoy’s refined, flexible, and modern identity.