The modern consumer seeks effective skincare solutions that are both high-performance and aesthetically pleasing. However, the market is saturated with brands boasting complex routines and overly ornate packaging. Canvas, a new cosmetic line, aimed to disrupt this trend.

I wanted to create brand identity and packaging with very minimalistic approach. I aimed for high-performance products presented in a clean, modern design, that would show the luxury nature of this product.

Develop a minimalist brand identity and packaging design that emphasizes functionality and elegance.

Black and white color scheme with gold accents, modern sans-serif typography for primary information, and italic serif font for subtle accents. A big amount of breathing space allowed to create a product that looks good and feels expensive.

Firstly, I had to understand the needs and preferences of my target audience, who are women from the age of 20 to 45. They prioritize effectiveness and clean aesthetics, they're socially active and busy individuals. I used two methods:

Online surveys, conducted on social media and beauty forums, explored buyers' preferences for skincare routines and packaging design. The questions included:

- Describe your ideal skincare routine (simple/streamlined, multi-step/targeted products, flexible)

- Importance of packaging design when choosing skincare products?

- Resonant design elements in skincare packaging (clean lines, minimalist color scheme, high-quality materials)

Face-to-face interviews targeted individuals who prioritize a streamlined approach to skincare, recruited through beauty stores or online communities. These discussions aimed to delve deeper into user experiences and perceptions.

- Buyers preference for simple and effective skincare routines.

- Clean and minimalist packaging design that prioritizes functionality and avoids clutter is important to them.

- They need packaging that conveys a sense of luxury through high-quality materials and subtle design elements.

- Sustainability is very important to my target audience, so I had to find ways to increase sustainability of packaging.

After I conducted the research, I quickly created am ideal client persona, which helped me to imagine the ideal client I'm designing for.

After creating the user persona, I started thinking about some initial ideas I could use in the design. I knew this brand identity, and the packaging design after had to be minimalistic, so I quickly figured out that I'd use sans-serif modern fonts, maybe with a little bit of serif italic fonts as an accent.

When it comes to the logo, I wanted to create something that would quickly tell people that this brand makes skincare products, but make simple and elegant. With plenty of breathing space for all the elements to create a pleasing image.

Speaking of color, I knew I would use a monochromatic color scheme with white background and black text, as well as some accent color. But I didn't know what color to use. I came up with the ideas in the next phase of the design.

Since I had to create a brand identity from scratch, I also needed to come up with a name for the brand. I had plenty of ideas, such as Verge, Linea, Unveil, etc. But when Canvas popped up in my mind, I fell in love with this name. It's simple, minimal and immediately the cleanliness, self-expression through skincare, and quality materials the products are made from. I chose it.

So, for Canvas, I knew we had to ditch the clutter. Sleek lines, a clean palette – black and white, maybe a touch of an additional accent color.

I started with mood boards, trying to find a design with this minimalist, modern vibe. Then came the fun part – exploring ideas. I tried many ideas, but decided to go for a minimal text on the lotion smear logo. Pretty minimalistic and immediately shows what is this product about.

The key was experimentation. I played with different shades of black and white, tossed around adding a hint of gold for some luxury. Or blue for credibility. I chose golden since I wanted to give this luxury feel to the brand.

I also played with different fonts, and shades of accent color. I wanted to try as many ideas as I could. And this gave me great results.

Of course after I created the brand identity with its fonts, logo and colors, I started designing packaging. My goal was to create a small, 3-product line for this brand. A balancing cleanser, a soothing serum, and moisturizing lotion. As well as boxes to them.

I used the logo in the middle of the packaging, the brand's name at the very top, and all the necessary info at the bottom of the design. Other important info such as regulations, precautions etc., I placed on other sides of the tubes, or if the tube didn't have a big label, I transferred that information into the box.

The color palette consists of the white background, golden logo and product name, and black paragraphs. I also decided to make those golden parts metallic, so they shine on the light. This helped me to achieve this luxury look, though it's more expensive when it comes to production.

The finished design of the brand identity and packaging design for the product line aims to solve all the problems our target audience have. Conducting a thorough research helped me to define those problems, and come up with a balanced solution.

The packaging is made with as much sustainable materials as possible in this industry. User-friendly layouts feature clear communication – product names in a legible sans-serif font and concise benefit/usage instructions – for a clutter-free experience.

Consistent typography and color palettes across all brand touchpoints create a cohesive identity that reinforces simplicity, elegance, and high performance. In a crowded market, Canvas stands out. The clean aesthetic, and user-friendly, luxurious packaging resonate with the target audience, differentiating the brand as a leader in minimalist, luxury skincare.

The solution is more than aesthetics – it's a strategic approach that connects with consumers and positions the brand for success, increases sales and brand recognition.

This project shows my expertise in creating professional brand identities and packaging for the skincare industry. It also shows my ability to work with 3D software, to create photorealistic, unique mockups that perfectly showcase my clients' products.