The client contacted me via email and shared that she was about to launch a luxury, science-backed anti-aging skincare line and needed a full brand identity — including a logo, color palette, typography, and graphic elements. She also asked whether I work on projects like this and wanted to understand how to structure the process, as several design items were involved.
After our discussion, we defined a clear plan:
Logo and brand guide — to focus on the brand’s appearance, voice, and overall communication. This stage helps define the direction and core graphic elements.
Box design — a ready-to-use application of the brand. On this stage we would concentrate on the details: content, brand layout and design structure.
Web design – to build a general web layout and imagery.
Logo design process
Letterform composition
At the start of the design process, I explored the letterforms in depth. The name had only three letters — bém — and I anticipated that they could become a distinctive feature of the logo, as its pronunciation and structure already felt unique and memorable.
If you say the word “bém” aloud, it sounds soft and pleasant, which suggested that the direction should be smooth and calm. Also, when you look closely at each letter, they have a rounded appearance in lowercase, which further suggested focusing on a lowercase wordmark.
The examples above show different outlines I had in mind — you can see how each letter complements the others, while still expressing a distinct style: organic, bohemian, or bold. These explorations helped reveal the possible directions for the typeface.
Love lettermarks? You’ll love this project – Bold, clever logo and brand guide for a hydration med spa
The client liked the first option and asked me to refine it by adjusting the lines of the letter “e,” as she didn’t like curvy elements. As a result, they approved this wordmark:
Symbol design for a cosmetics company
In parallel, I explored different symbol options. I proposed a variety of directions, including circular symbols and organic marks. In some of them, I incorporated the outline of a leaf to convey a natural, organic feel. Bém Cosmetics needed to convey an effortless, easy-going vibe and the idea of a simple, uncomplicated routine. Therefore, some of the options were more neutral and feminine.
As the client was drawn to a subtle mark to support the wordmark, she selected a sophisticated, handmade-inspired sign from the provided options:
Logo layouts for a skin care brand
The key feature of this logo was the relationship between the wordmark and the symbol. The client mentioned that they were unlikely to be used together, so my goal was to define clear rules for how each should be used independently. I chose a minimalist brand direction with generous negative space, allowing the symbol to be placed separately as a small detail that adds visual interest while keeping the overall identity versatile.
Color palette for a cosmetics company
During the collaboration with the client, I already had a clear idea of the overall visual direction. I wanted to introduce off-white tones to convey a sense of purity and minimalism. At the same time, I didn’t want the brand to feel sterile. To keep the identity from feeling too plain, I added bold, solid colors to create contrast and visual interest. I suggested several accent colors for the client to choose from.
The client liked these colors and explained that the product line would include different categories, such as masks, treatments, toners, and cleansers. They asked whether this could be incorporated into the brand identity as a recognizable visual system.
This brand feels calm and ease. If like bold, authoritative colors, you can check out this project – Logo and brand guide for a building company
Color-coding brand method
Color coding is a method in which different product ranges are assigned their own colors to organize variations such as scents, formulas, categories, or collections in a way that is instantly recognizable. It emerged when brands expanded their product lines and needed a clear way to differentiate items while maintaining a consistent identity.
Additionally, when I prepare colors, I always specify RGB, Pantone, and CMYK formats, as they are essential for different use cases—print and web.
The product has multiply scents and we chose the colors for each
Brand elements and touchpoints for a skin care company
The first recognizable brand element I created was a pattern. It was designed to be used across various brand touchpoints, including wrapping paper, inner packaging, tissue paper, stickers, and other printed materials. For a cosmetics brand, these details are especially important because the unboxing experience is an integral part of the customer journey. Consistent use of the pattern helps make even the smallest interactions with the brand feel distinctive, cohesive, and recognizable.
Other imagery was created to reflect the overall look and feel of the brand. It helps establish a consistent visual language and reinforce the brand’s key qualities, such as simplicity, softness, and a natural, effortless feel. These visuals can be used across social media, the website, campaigns, and other communication materials to make the brand instantly recognizable.
Then we created bottle and packaging designs, you can check details here:
– Packaging and label designs for a cosmetics company
– Clean and refined web design for a cosmetics company
The client feedback
I love my new logo and branding! Thank you so much for bringing my brand’s identity to life. It’s been so easy working with you, and I can’t tell you how much I appreciate how communicative and helpful you have been throughout the process.
Bem Skincare
bemskincare.com