My Role

Logo Design
Branding
Illustration
Print Design

Context

TheSkin is a beauty start-up that offers a selection of Korean skincare products online. They approached me to design a new logo and branding for a line of custom-curated beauty boxes they wanted to launch. Additionally, they wanted to use this new branding while expanding their services to the whole European market.

The Task

The name chosen for the new brand was MeanSkin, which perfectly fitted the character they wanted to portray: playful, spirited and bold. They wanted to incorporate the kawaii feeling and have a lot of cute illustrations which would be used for both the existing and the new brand. Both brands, TheSkin and MeanSkin, should look like they belong to the same family and must use the company's signature colour: light lilac.

After a few brainstorming workshops with the CEO, the deliverables were clear. Five sets of boxes needed illustrations to display what each of them was treating and how-to-use, MeanSkin needed a logo and branding, and finally, custom die-cut and print design for the boxes itself needed to be developed.

My process

I've divided the project into two parts and communicated an action plan to the client. First the illustrations will be designed with extended colour pallet which will be used for both brands, followed by the logo and branding of MeanSkin. The colours and the illustration style would then set the tone of the MeanSkin identity.

A monthly BOX full of products

The process of creating the illustration had several stages too: from hand-drawn sketch proposal through lo-fi vector graphics, to the final polished illustrations. Because of the scale of the project, I offered the client to break the illustrations to their components so she can assemble an unlimited number of characters and face expressions. All face and body parts were exported in png and sorted by folder so with every basic visual composer (even with Microsoft PowerPoint) new characters could be produced whenever needed.

After I sent the illustrations for approval and while I was waiting for feedback I started preparing the logo proposal. It contained three visual proposals accompanied by their applications and graphic elements.

Results

A few weeks after the launch we saw a big wave of happy customers sharing and commenting online. Internal research showed that some clients bought the box just because they thought it's cute. The overall brand presence online was established and the positive feedback has continued to grow. The client was so happy that she approached me again after a year to design a new box.

Made with  in Brussels