THE CHALLENGE —

I was briefed to create a brand identity for a drugstore skincare brand for Gen Z. Accessible and clinically proven, the brand had a fun angle of “warm science” and an engaging, approachable attitude. It was meant to stand out in the crowd of sterile and cold brands with dermatologists in white lab coats.

Clinical formulas are proven to work but often get too complicated. Sometimes it feels like you need a chemistry degree just to understand the ingredients and understand how a routine should look like.

I was responsible for naming, brand identity and art-direction for the brand. [coat]s was a part of Waldencast Incubator program and launched in 2022 exclusively on TikTok, it’s now being sold at CVS and Amazon.

BRAND IDENTITY —

My Role —

Naminng
Brand Identity
Art Direction
Packaging Design

Brand photography is reflective of the brand’s pillars — accessible, optimistic and relatable. With the skin being the main focus, brand celebrates individuality and inclusivity. Expressions are candid and postitive.

PACKAGING —

To support brand’s vision of simplification, we established a clear navigation system in packaging design — there were 5 categories that brand planned to grow into: cleansing, moisturizing, treatment, brightening and sun protection. Each category got it’s own color, while product name got emphasized with color for easier navigation on shelf. Brand elements, brackets and plus signs, serve as part of graphic design to call out active ingredients and skin type.

Dermatologists in white lab coats were the main inspiration for the brand name - Coats, while chemical equation and periodic table inspired the logotype style and graphic elements of the brand.

“Warm science” came through a color palette with off-white color being the brand's primary color, with some bright and fun supporting colors.

ART DIRECTION —

Photography: Mary Fix, Aurelie Graillot Studio