CURESKIN
IDENTITY | BRANDING | packaging design | VISUAL LANGUAGE | communication | DIGITAL LOOK AND FEEL | BRAND STRATEGY PARTNERS: MATTERFOX CONSULTING
Cureskin, a proven successful tele-dermatology brand wanted to up their game in order to attract a bigger audience. They started with the proposition of personalised skin routines with doctor consultations, and found that there were a few challenges that they wished to address.
1. Being dominated by ‘routines’, they were selling bundled packages of products. This made their price points higher than single products, and customers tended to make those comparisons.
2. Their visual identity was dated and was not memorable, especially as the category was getting more crowded by the day. Additionally, they wanted customers to view them not just as problem-solvers, but also as a partner that offered maintenance products for regular care.
The insight
Great skin is not just about the surface.
It runs deeper than that.
It’s a comprehensive reflection of your health, mental wellbeing, nutrition and environmental factors.
There is increasing awareness through content, yet no brand is serving holistic need, only products.
This is where Cureskin comes in, to bring a new approach in skincare that is not transformative but long-term and holistic.
Because better skin each day leads to great skin for life.
Why do we exist?
In a category focused on creating temporarily transformative experiences, we want to have a new approach - skincare that is long term & holistic. We want to focus on skin health rather than skincare. We believe better skin each day leads to great skin for life.
How do we do this?
Our solutions are not just customized, but also personalized based on Virtual Skin Diagnosis and Dermatologist Skin Consultations.
What do we do?
We are a dermatologist-led, skincare expertise platform. We create skincare products that are dermatologist designed, personalized and approved for your skin.
THE IDEA
At Cureskin solving skincare problems is not overnight. It’s always a journey, and their attentive dermatologists are available to recalibrate a regimen if it does not work for the user, or it’s not effective. Since each users body composition and lifestyle plays a part in how their skin reacts to suggestions, ingredients and routines, one formula does not fit all, and that was core to the Cureskin methodology.
To represent the journey of progression from problem to solution, we derived a geometric representation that also conveyed their holistic approach. The journey of a semi-circle, to a circle, to an oval. It interestingly served as a great symbology for the areas of problems we offered remedies for as well as integrated into the brand identity to become an integral brand asset.
The monogram represents the three product categories, i.e. hair, face and body.
The idea was to fill the shape that was being addressed, either hair, face or body, to put the spotlight on that area.
THE BRAND IDENTITY
THE PACKAGING DESIGN
A design system
that includes both, prescription
& OTC products.
Since many of their skincare solutions included prescription products recommended by their in-house dermatologists, we created a system of packaging that houses both, still emphasising on their brand assets to build memorability.
The Colour System
When selecting colours, we wanted to convey effectiveness, without appearing too chemical. And we recommended a flexible spectrum to keep newness in the new products that users receive as they progress in their skincare solution.
BUILDING THE VISUAL LANGUAGE
Post-Pandemic, most brand discovery happens online, through social media platforms. Given that Cureskin is predominantly a tele-consultation business, a lot of their referrals came through peer group networks. It became critical to keep all communication in sync, and distinctive. We used the brand assets to create a visual language that is directly reminiscent of their products, so as to further reinforce recall. We evaluated the types of content that is necessary for the category, and types of content that is imperative to convey the brand USPs and ensured we covered all kinds of content. The brand impression from online to offline, social media, to the website, to the actual product packaging, should ideally be seamless and synced up so as to appear cohesive to the customer. Every element that is reinforced works towards building a more memorable and trustworthy brand.
iconography
With an app and website as their primary touch points, we helped develop a range of icons that are in the same vein as the brand language. Again, while it’s a tiny element, with repeated reinforcement, it creates a visual association with colours and form in the customers mind.
The icons were designed bearing in mind that they could work in multi or single colour, with great emphasis on legibility in smaller sizes and poorer resolutions.
