packaging design, art direction, branding, visual identity
The brief was to create a new packaging and images for Vernal Beauty. The product formula for this anti-aging skincare line became all-natural and the goal of the redesign was to make the brand look and feel more natural and approachable.
The word Vernal means young; characteristic of youth and also fresh; resembling of spring. Both words that are perfect definitions for the new line. The renewed Vernal Beauty is a non-toxic skincare line for all skin types. It is made in small batches and is vegan, cruelty free and USDA organic. The fresh and nourishing products are full of antioxidants, superfruits and exotic ingredients.
The new packaging was to communicate all of these attributes. The combination of mint, lavender and dark green creates a soft color palette, which is showcased with bold and honest color blocks. The information on the packaging is clearly stated using all-caps sans-serif typography and iconography. The feminine and delicate logotype and symbol in combination with the simple and clear overall look creates an interesting and modern take on this new skincare packaging.
Photography by Atarah Atkinson, Art Direction, set design & styling by Saana Hellsten
art direction & styling
The photography was designed to emphasize the new branding. By using strongly the new brand colors, the brand experience will be stronger and more cohesive. This will make the brand more memorable and will create a bigger impression to the audience.
Like the color palette, also the props are kept minimal. The shapes of them are geometric and simple, just like the packaging. The organic nature of the products is communicated through the use of plants. In the single product shots, the used props are the actual ingredients of the product.