How Lemon Aimei Redefined Medical Aesthetic Branding with a Fresh Visual Identity

Design Background

With the rise of the “beauty era”, demand for medical aesthetic services has surged, turning the industry into a sunrise sector. Baidu responded by creating “Lemon Aimei”, a one‑stop platform aimed at building a trustworthy, high‑quality, and safe aesthetic ecosystem.

Our Design Intent

We needed a consistent visual experience to establish a strong brand impression while also creating a distinctive visual language that would help the product stand out from competitors.

At the same time, the market’s aesthetic‑related apps suffer from severe visual homogeneity, making it hard to attract users. Therefore we aimed to craft a brand‑new, eye‑catching, systematic visual system for medical aesthetics to boost brand reputation.

Core Design Concept and Implementation

To improve service experience, the platform launched the Lemon Member Center and conducted both online and offline brand promotion activities.

01 Preliminary Thinking

We asked: “What should medical aesthetic visuals look like?” Through creative brainstorming we identified the keywords “young”, “beautiful”, and “safe”. Visual elements such as “woman”, “flower”, and “doctor” were used to express these keywords, combined with dreamy colors and flowing light effects.

02 Design Language

We unified the visual identity by extracting design language from three angles: elements, forms, and colors. “Woman” and “flower” are combined throughout the series, while “doctor” appears as a micro‑scene to add interactive fun. The color palette aims for a dreamy diamond feel, achieved with flowing light.

Typography uses rectangular and curved elements to create a slender, feminine typeface, and a unified compression style ensures consistency across the product.

We divided the landing pages into three modules—brand, benefits, and product flow—to improve visual efficiency, increase traffic, and boost conversion.

Brand promotion extends offline through various advertising media, creating multiple touchpoints and helping the brand stand out from the homogeneous aesthetic market.

Overall, the visual redesign seeks to let users perceive their own beauty like a sparkling diamond, while establishing a stable, unified brand impression that enhances brand communication and competitiveness.