Define Beauty
A skincare concept redefining beauty through color, confidence, and clarity
(industry)
Beauty
(date)
Spring 2022
(client)
Define Beauty
(scope)
Packaging Design, Visual Identity, Concept Development
(about the project)
Define Beauty is a conceptual skincare brand challenging the narrow ideals of the beauty industry. Rooted in the tagline “take control of what is beauty,” the brand empowers individuality and redefines what confidence looks like. The identity draws from playful 70s typography, bold color blocking, and editorial photography to evoke energy, authenticity, and inclusivity.
The brand system need to feel approachable yet assertive—blending the vibrancy of Gen Z optimism with the credibility of modern skincare design. The logo and packaging needed to feel fresh, tactile, and instantly recognizable on the shelf.
(result)
A full visual identity that merges bold geometry with warmth and personality. The packaging features a transparent gel cleanser housed in a sleek, flat-panel bottle with vivid color accents. Supporting collateral—including mood boards, campaign imagery, and copy tone—extends the brand’s mission of self-definition across digital and physical touchpoints.
Artificial generation was used for mockups.
