FreshFaced — Visual Identity System for a Science‑Driven Skincare Brand
FreshFaced is a woman‑founded skincare brand created by a working chemist who formulates every product by hand. I was brought in to refine the visual identity, elevate the packaging system, and bring clarity and cohesion to a brand with a strong heart but an inconsistent presentation. The result is a calmer, more intentional expression of the founder’s vision — one that honors her scientific roots while giving the brand a modern, editorial presence.
Logo & Icon System
The FreshFaced identity begins with a logo system designed for clarity, softness, and scientific credibility. The wordmark is intentionally understated, allowing the brand’s formulations and founder story to take center stage. A simple, versatile icon supports the system across small‑scale applications, from labels to digital touchpoints. Together, the mark and icon create a foundation that feels clean, trustworthy, and aligned with the brand’s hands‑on, chemist‑led origins.
Typography System
The FreshFaced typographic system balances scientific clarity with a soft, human tone. The primary typeface is chosen for its clean structure and quiet confidence, supporting the brand’s chemist‑led credibility without feeling clinical. A complementary secondary typeface provides warmth and readability across packaging, digital touchpoints, and long‑form content. Together, the system creates a voice that feels modern, trustworthy, and gently feminine — a perfect reflection of the founder’s approach.
Color Logic
The FreshFaced palette is built around a single anchor hue — a soft, cosmetic‑grade purple chosen by the founder — and refined into a system that feels modern, calm, and editorial. Rather than fighting the purple, the identity disciplines it: the saturation is softened, the undertones are cooled, and the supporting neutrals are carefully tuned to create balance and clarity. Warm creams and muted grays provide grounding, while the purple becomes a quiet signature rather than an overpowering brand color. The result is a palette that feels scientific yet approachable, feminine without cliché, and cohesive across packaging, digital, and in‑store applications.
Pantone System & Production Color
FreshFaced’s palette is grounded in a refined Pantone system that translates seamlessly from digital design to physical packaging. The signature lavender (Pantone 2094 C) is supported by a metallic accent and a soft gunmetal gray, creating a balanced, modern range. Each color is specified with full Pantone, CMYK, RGB, and HEX values, ensuring that every bottle, label, and printed element maintains the same calm, cohesive tone. The result is a palette that feels both scientific and softly feminine — a perfect reflection of the brand’s identity
Packaging System
The packaging system brings structure and hierarchy to a product line that was previously inconsistent in tone and presentation. Labels are simplified to highlight key information — formulation, purpose, and usage — while maintaining a soft, approachable aesthetic. Typography is restrained and functional, supporting the brand’s scientific credibility without feeling clinical. The refined color palette creates a clear visual rhythm across SKUs, allowing the line to feel unified on shelf and online. The result is packaging that communicates trust, care, and clarity at a glance
Founder’ Story
FreshFaced was created by a chemist who formulates every product by hand in her small storefront lab. Her approach is deeply personal — rooted in science, craft, and genuine care for her clients. The visual identity honors this intimacy by pairing editorial calm with a sense of grounded expertise. The brand feels human, thoughtful, and quietly confident, reflecting the founder’s commitment to creating products that are both effective and deeply considered.
