Produk perawatan kulit dengan manfaat mencerahkan mengalami pertumbuhan signifikan di Indonesia, dipengaruhi oleh standar kecantikan yang mengaitkan kulit cerah dengan penampilan yang menarik. Scarlett Whitening hadir sebagai salah satu merek lokal yang berhasil merespons tren tersebut dengan menghadirkan rangkaian produk perawatan tubuh yang menonjolkan karakter fun, feminin, dan modern. Namun demikian, seiring dengan perkembangan merek, identitas visual Scarlett mulai menunjukkan ketidakkonsistenan dalam penerapannya di berbagai media, yang berdampak pada penurunan efektivitas komunikasi visual dan brand awareness. Untuk menjawab permasalahan tersebut, dilakukan perancangan ulang identitas visual Scarlett dengan mengacu pada pendekatan teoritis dari Alina Wheeler (2012). Proses perancangan dimulai dengan pengumpulan dan analisis data melalui studi pustaka, wawancara, serta observasi visual, yang kemudian dikembangkan menjadi konsep visual melalui keyword, mood board, dan eksplorasi desain. Identitas visual yang dihasilkan mengusung elemen-elemen khas seperti warna pink muda, efek shimmer, dan grafis bubble, yang merepresentasikan karakter brand yang youthful dan glowing. Sistem identitas visual baru ini diterapkan ke berbagai media komunikasi, seperti media sosial, kemasan, stationery, dan kemasan pengiriman, serta dirangkum dalam sebuah dokumen Graphic Standard Manual (GSM) guna memastikan konsistensi visual di masa mendatang. Melalui perancangan ini, Scarlett Whitening diharapkan mampu memperkuat posisinya di industri kecantikan lokal serta membangun citra brand yang lebih kuat, relevan, dan mudah dikenali oleh konsumen. Referensi: 9 (2017 – 2021) Kata kunci: Desain Grafis, Identitas Visual, Branding, Rebranding Visual, Scarlett Whitening / Laetizia Ananya Abbygale (01023210027) REDESIGNING THE VISUAL IDENTITY OF SCARLETT WHITENING (xiv + 55 pages: 45 figures; 2 tables; 1 appendice) Skincare products with brightening benefits have experienced significant growth in Indonesia, driven by beauty standards that associate fair skin with attractiveness. Scarlett Whitening emerged as one of the successful local brands responding to this trend by offering a range of body care products characterized by a fun, feminine, and modern image. However, as the brand continued to grow, its visual identity began to show inconsistencies across various media platforms, which in turn affected the effectiveness of its visual communication and overall brand awareness. To address this issue, a redesign of Scarlett's visual identity was carried out, based on the theoretical framework of Alina Wheeler (2012). The design process began with data collection and analysis through literature review, interviews, and visual observation, which were then developed into a visual concept using keywords, mood boards, and design exploration. The resulting identity features distinctive elements such as soft pink tones, shimmer effects, and bubble graphics, representing a youthful and glowing brand character. This new visual identity system was applied across various communication media, including social media, packaging, corporate stationery, and shipping boxes, and compiled into a Graphic Standard Manual (GSM) to ensure future consistency. Through this redesign, Scarlett Whitening is expected to strengthen its position in the local beauty industry and build a stronger, more relevant, and easily recognizable brand image. References: 9 (2017 – 2021) Keywords: Graphic Design, Visual Identity, Branding, Visual Rebranding, Scarlett Whitening