Case file 01Brand & visual

SKINNO

A brand system for a skincare line: logo, voice, purpose and a social set.

Open in the office →The same case file, inside my interactive office

In shortA class brief for a skincare brand built on the opposite of hype: a brand system guideline and a social series that sell clarity, not promises.

Situation: SKINNO was a class brief: design a skincare brand. Its idea is the opposite of hype, clarity instead of persuasion.
Task: I did the brand strategy, the identity and the social series.
Action: I set a voice that refuses to exaggerate, one template for the whole feed, and a heavy wordmark with a flowing S monogram in one red.
Result: Delivered a full brand system, from strategy and voice to the mark, plus a social series that reads as one feed: a brand built on clarity in a category built on hype. It was a class brief, so it hasn’t met the market.

Client: SKINNO (class brief)
Category: Brand identity · class brief
Role: Brand designer: strategy, identity and social design
Platform: Brand guideline and social media
Status: Class brief

SKINNO came from a class brief, not a client. Most skincare brands run on emotional persuasion, trends and surface-level beauty. SKINNO rejects that model. Its idea is that skincare should move from cosmetic illusion to understanding. I designed the brand system and a social series to carry it.

Stage 1Situation

Brand System Guideline: the cover

Stage 2Task: my part

01My part

This was a class brief, not a client. I did the brand strategy, the identity and the social series.

Stage 3Action: the decisions

02Decision 1 · Strategy before style

The guideline sets three principles: Clarity, removing confusion from skincare decisions. Function, performance over appearance. Intelligence, educating users and not exploiting them. The audience is defined by mindset, not age or gender. These are people who question ingredients, prefer a structured routine to random experiments, and would rather pay for results than marketing.

03Decision 2 · A voice that refuses to exaggerate

The voice stays fixed while the tone adapts. The voice is clear, direct, informed and controlled. Product copy has to be precise and benefit-driven, and it must avoid exaggeration. Every product must be able to say what it does and how it improves the routine.

“Skin. Simplified.”: the line on a billboard mock-up with the product range

04Decision 3 · One template for the whole feed

Every post follows the same build: a short phrase in a red block, a big two-line statement in capitals, one line of body copy, the product in frame and a “Stay Certain Always” seal. The feed reads as one series, and the product is never out of the picture.

“Some things always make the bag”: one post from the series

05Decision 4 · The mark

The identity pairs a heavy, tightly set wordmark with a flowing S monogram, in one brand red.

The logo: monogram and wordmark on the brand red

Stage 4Result

06Result

Delivered a full brand system, from strategy and voice to the mark, plus a social series that reads as one feed: a brand built on clarity in a category built on hype. It was a class brief, so it hasn’t met the market.

SStage 1Situation01 / 04

TStage 2Task: my part02 / 04