Minimalist, clean, and clinical.
A restrained, clinical-meets-botanical identity for a D2C skincare brand that leads with ingredients over hype. The palette stays quiet on purpose - cloud white and clinical sage - so the product and its claims do the talking, backed by a refined serif for headlines and a clean geometric sans for ingredient lists.
Color Palette
The foundational colors driving the visual identity.
#F7F5F2
Primary background, packaging base
#A8B8A0
Primary accent, secondary packaging
#2A2A28
Primary text, logotype
#D9C4B0
Secondary accent, seasonal packaging
Typography
The typefaces that give the brand its voice.
Cormorant Garamond
Refined serif for a clinical-meets-botanical feel, used sparingly for headlines.
Work Sans
Clean geometric sans for ingredient lists and product copy, highly legible at small sizes.
Brand Voice
How we speak, write, and interact.
Sounds Like Us (Do)
- • Lead with the active ingredient and what it actually does.
- • Use precise, dermatologist-adjacent language without sounding cold.
- • Let white space do the talking - avoid cluttered claims.
✕Doesn't Sound Like Us (Don't)
- • Don't use vague beauty-industry buzzwords like "glow-getter."
- • Avoid exclamation marks or hype-driven copy.
- • Don't stack more than two claims on one product face.
Brand in Use
A look at the identity applied across real touchpoints.
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