(Est. 2018, officially on the market 2020) “SKIN SAPIENS is a skin care start-up founded in 2018, with the goal of giving you better skin care choices. In a world of complex products, excessive claims and wasteful packaging, we have a simple mission. To make the good choice easy for you, your skin and the planet.”
Lewis Moberly (London,UK)
The identity, which economically drives the brand is, like the product, edited, pared down, and pure in form. For the logo, the observation of the SAPIENS ‘I’ sitting symmetrically and relating to the ‘I’ in skin works as a built-in navigator, pointing you to the product. A design observation which is both distinctive and helpful.
Packaging designs are equally distinctive in their simplicity. Complex, back of pack product information is replaced with straightforward information showcased on the front of pack. The tone is friendly and transparent. The colour palette is inspired by mineral shades found in nature, but is also pale enough to allow the bottles to be recycled. In fact, the bottles are entirely made from recycled British drinks bottles, so the loop is closed.
Lewis Moberly provided text
Images (opinion after)
A fortuitous placement of the “I”s in the name lends itself for a satisfying logo where the two “I”s appear to be centered — they are not — with the bottom one leading the eye up into the top one. It would have been really amazing that the composition was 100%, truly centered but miracles don’t always happen in graphic design — at quick glance though, the effect is pretty convincing, especially for consumers who are not frequent readers of this blog. The one formal complaint I would file is the kerning of “IN”, with the “N” being too far to the right. The packaging has a lovely pastel color palette that isn’t surprising for the category but still pleasant to see. I wish the supporting type in the packaging was something as nice as the high-contrast sans used in the wordmark — moving to a default-ish sans makes it look too clinical. The secondary condensed sans used in the marketing materials is a little random but does provide good contrast. Overall, it’s an elegant if safe solution made just enough more interesting by the logo.