Typology
(SKINCARE BRAND)
THE CHALLENGE
For too long, the world of skincare had been defined by exaggerated promises and suspect chemicals. After gathering a team of health and skincare experts, we set out together to challenge the industry. That meant going back to basics.
THE OUTCOME
Our philosophy is not to add anything to our products to make them stand out; instead we pare them back and distil each formula down to the most-essential, natural active ingredients.
Typology
(Skincare brand)
Art direction
Brand identity
Packaging
Photography
Advertising
Thanks to the founder of Typology, Ning Li, I had the opportunity to support the brand for 2 years in-house as
the brand's Art Director.
Typology Paris is a cosmetic brand design and produced in a mimalistic approach.
From the ingredient list to the whole indetity and photography.
THE CHALLENGE
THE OUTCOME
Brand visual expression
When it comes to storytelling, photography or packaging, we had to have the same approach.
We decided to cut out anything unnecessary as much as possible and focused only on what was essential. That means having simple yet expressive layouts.
To represent the core of the product; texture, ingredients and efficiency.
No fakes promises, nothing extra. Staying true to the philosophy of simplicity and transparency, we intended to remain uncompromising in
our mission to offer consumers a premium natural skincare alternative.
Fonts
From inspiration to realization.
We wanted to get as close as possible to an apothecary language. Something that will instantly give a scientific feel to support the branding.
Fonts
From inspiration to realization.
We wanted to get as close as possible to an apothecary language. Something that will instantly give a scientific feel to support the branding.
Packaging
Packaging is an important piece in
the definition of the brand.
Raw materials (paper, glass and
aluminium) in order to represent eco-
responsability.
Containers are flat for shipping, meaning
smaller packages can fit through your
mailbox and leave a lower carbon footprint.
Packaging
Packaging is an important piece in
the definition of the brand.
Raw materials (paper, glass and
aluminium) in order to represent eco-
responsability.
Containers are flat for shipping, meaning
smaller packages can fit through your
mailbox and leave a lower carbon footprint.
No faces?
No faces. As the creams & serums have no immediate benefits, we had chosen not to have faces represent the brand for better coherence. Only hands offer the idea of product proportions.
No faces?
No faces. As the creams & serums have no immediate benefits, we had chosen not to have faces represent the brand for better coherence. Only hands offer the idea of product proportions.
Photography
Natural colors.
Simple but precise arrangement of picture construction.
One picture, one message.
Photography
Natural colors.
Simple but precise arrangement of picture construction.
One picture, one message.
Formulas
Formulas are simple, deliberate and effective.
Origin is important, so there is complete
transparency on where the ingredients come
from.
Formulas
Formulas are simple, deliberate and effective.
Origin is important, so there is complete
transparency on where the ingredients come
from.
Woman
A range of serums that respond to the hormonal dimension of the skin by offering different formulas for each week of the month.
We responded graphically to the products with a series of photos revealing the beauty of curves.
Woman
A range of serums that respond to the hormonal dimension of the skin by offering different formulas for each week of the month.
We responded graphically to the products with a series of photos revealing the beauty of curves.
Dots as immediate recognition of the week.
The packaging was designed with simple dots to represent the week, making them easy to be found in the morning.
Dots as immediate recognition of the week.
The packaging was designed with simple dots to represent the week, making them easy to be found in the morning.
Perfume
A new way of consuming perfumes by layering the
scents. Minimalistic design to match the serum & oils,
paired with aerial photography to illustrate the scent.
Perfume
A new way of consuming perfumes by layering the
scents. Minimalistic design to match the serum & oils,
paired with aerial photography to illustrate the scent.
BLOG
We followed the path of full transparency by offering the consumer
a self-education on their skin. An academy of skin.
A place where they can find information and understand their needs.
BLOG
We followed the path of full transparency by offering the consumer
a self-education on their skin. An academy of skin.
A place where they can find information and understand their needs.
Subway ad
As our first print communication,
we worked with a minimalist layout.
The concept was simple: we wanted
to instill trust in the product. No model, no overly retouched visuals,
no outlandish claims about a life-changing cream.
The simple idea was to have sentences taken from magazine and only keep the words that were essential to our message: This cream is hydrating. Nothing more.
Subway ad
As our first print communication,
we worked with a minimalist layout.
The concept was simple: we wanted
to instill trust in the product. No model, no overly retouched visuals,
no outlandish claims about a life-changing cream.
The simple idea was to have sentences taken from magazine and only keep the words that were essential to our message: This cream is hydrating. Nothing more.