For the UK-based skincare brand Florette, the visual identity and packaging are crafted to resonate with a younger audience that champions natural beauty over makeup. The design celebrates authenticity, empowering users to feel confident and radiant in their own skin. Every element promotes the idea of real, glowing skin and encourages everyday self-care, reflecting the brand's core values.
Brand and Identity
Client
Florettee
Project Duration
2 Months
My Role
Lead Brand Designer
Problem Statement
The skincare market is saturated with brands promoting unrealistic beauty standards and heavily makeup-centric aesthetics. The client needed a brand that resonated with Gen Z and young millennials who are shifting toward clean, natural, and minimal skincare—focusing on self-acceptance over perfection.
Solution
A nature-inspired brand identity was developed to emphasize real beauty and minimalism. Using the flower as a symbolic element, the branding is soft yet confident, aligning with the message of natural skin pride. The visual system is consistent across packaging, social media, and ads to build a strong, memorable brand presence.
Key Features
Logo inspired by flower petals, representing natural growth and beauty
Soft, clean color palette to reflect skincare purity and calm
Minimal, everyday-friendly packaging that emphasizes usability and aesthetic appeal
Consistent brand visuals across social platforms (Instagram, Facebook) and outdoor ads
Messaging centered around confidence, self-love, and natural beauty
Sustainable materials used in packaging to appeal to environmentally aware users
Result
The rebrand of Florettee successfully resonated with its target audience, resulting in a significant boost in overall engagement and customer interest. Social media interactions tripled within the first month, with a noticeable increase in shares and saves, especially around brand messaging focused on natural beauty. The product packaging received overwhelmingly positive feedback for its simplicity and everyday usability. Within six weeks of the launch, the brand saw a 20% increase in product subscription sign-ups and a rise in repeat purchases, indicating strong brand connection and trust among early adopters.
Takeaway
Strong storytelling through branding builds emotional connection with younger audiences
Nature-based, minimalist design resonates well with modern skincare consumers
Consistent visuals and messaging across touchpoints boost recognition and trust
Packaging is more than just aesthetics—usability and sustainability play major roles in user preference
Thank you!
Feel free to reach out if you have any comments or thoughts.
