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Case 01 / 03 · Skincare · Studio concept

Purinea

Clean skincare with a mark that reads as calm.

Client
Self-initiated
Sector
Skincare
Scope
Naming, Identity, Packaging, Web
Status
Studio concept

Brand

A gentle skincare line for sensitive skin, sold online and in pharmacies.

Challenge

Feel clinical enough to trust and soft enough to love, on a crowded pharmacy shelf.

Idea

Calm skin, in three quiet steps. A five-petal lotus, a lowercase serif wordmark, and a rose italic kept for the one word that matters.

Blush, rose, plum and sage. Fraunces Soft brings the warmth; DM Sans stays clear for ingredients and instructions.

Why this route

  1. Set asideSerif capitals

    Too fashion: they lost the gentle tone a skincare range needs on a pharmacy shelf.

  2. ChosenA lowercase serif and a five-petal lotus

    Clinical enough to trust and soft enough to love, with a rose italic kept for the one word that matters.

Identity.

The identity board: the lotus on cream and on blush, four colours, two typefaces.

The Purinea identity board: the five-petal lotus and lowercase wordmark, a blush, rose, plum and sage palette, and Fraunces with DM Sans.
Two typographic routes for Purinea side by side: a soft serif with a rose italic, and serif capitals.
Explored Two type routes. Serif capitals were set aside: too fashion, they lost the gentle tone.

Store.

An online shop that keeps the pharmacy calm: three steps, one routine per skin need, and the rose italic kept for the one word that matters.

The Purinea shop home page on desktop: a jar of barrier cream and the headline “Calm skin, in three quiet steps.”
The Purinea shop on a phone, with a hand holding a dropper bottle and the same headline.

The shop on desktop and phone, set in the type route that won.

Applications.

The identity on the pieces people hold, see and unpack.

A white Purinea shopping bag with blush tissue and a small gift box.
The retail bag: white, with blush tissue and a small gift box.
A white Purinea gift box tied with a rose ribbon, the lotus printed on the lid.
The gift box: rose ribbon, the lotus on the lid.

Designed applications

  • Name and lotus symbol
  • Colour and type system
  • Packaging range
  • Retail bag
  • Online shop

Credits Strategy, naming, identity and art direction by the Brandtune studio.

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