Skindeep

Skindeep is a skincare line built on nature-based formulations, positioned for buyers who want potency and calm at the same time. The project opened with market research and competitor analysis, and the differentiator it produced was sobriety: in a category crowded with botanical illustration and green-on-white, restraint reads as confidence.

At MarkaWorks we developed the mood boards, typography exploration, and palette work against the brand’s stated values before any layout was fixed.

The wordmark carries the brand’s argument in its construction. The split is also a production decision. Two weights in one wordmark stay separable at small sizes and in single-color printing, where a more decorative pairing would merge into a single shape on a small tube.

A refined serif sets “deep” and a clean sans sets “skin”, so elegance and modernity sit in the same word rather than competing across the system. It is a small decision that saves the identity from needing a second device to say the same thing.

Skindeep color is deep green with beige. Both are common in natural skincare, and we chose the pairing for tone rather than novelty: the green carries the botanical claim, the beige keeps it from reading as clinical, and the low contrast between them is what makes the pack feel considered next to brighter neighbors.

Imagery follows with natural materials and soft lighting. Skincare is bought in two places at once, a shelf and a phone screen, and a pack styled only for one fails in the other. Soft lighting keeps the surface readable in both, where high contrast studio lighting would blow out the label at thumbnail size. For a product whose promise is what it is made of, showing the material honestly does more work than a claim printed on the front.