KraveBeauty

What's all this then?

Founded in 2017 by skincare aficionado Liah Yoo, KraveBeauty is for anyone who finds themselves overwhelmed by the skincare space. The brand cuts through the noise of endless products, conflicting advice and multi-step routines, encouraging people to “press reset” and practice intentional skincare. With a focus on simple and engaging education pieces, they help people to understand exactly what their skin needs and how to treat it, without trying to sell them any unnecessary products in the process.

Any insights?

Over the following years, the team began to see that the oversaturation of the skincare industry wasn’t just a problem for people, but also the planet. In 2019, there were more than 3,000 skincare products launched in the US alone and the global cosmetics industry produces 120 billion units of packaging annually. The industry is creating more products than our skin or the earth can handle and it’s doing significant harm to both.

KraveBeauty came to us in need of a full rebrand that not only communicated their continuing ambition to press reset on the skincare industry but also brought their brand in line with their updated sustainability mission.

A new mark

While most design processes start with scribbles on paper, in this instance, they extend into the finalised identity. Based on the “KB” initials, the logomark (or “scribble”) is a distinctly simple yet memorable shape that’s great at all sizes. It flexes to form multiple shapes and graphic uses, with each one representing the way the brand cuts through the noise while also giving a literal nod to a squeeze of skin cleanser cutting through dirt. The logo’s soft edges sit comfortably in contrast with the confident, condensed sans of the KraveBeauty wordmark.

Icons to suit

In addition to a flexible “scribble” system, we also developed an extensive suite of illustrated icons. They’re hand-drawn and approachable, emphasising the human touch of the brand and helping to differentiate it from the cold and clinical tropes of the beauty industry. They not only serve a functional purpose but provide a fun way to break up design or add character to longer pieces of educational copy.

A sustainable approach to packaging

Given KraveBeauty had come to us with a swathe of sustainability goals in mind, new packaging solutions were a key component to the rebrand. The design system is simple and clean, much like the products they house. While each product has its own hero colour, the core range of products (a moisturiser and cleanser) are set on a white background and the supplement range (a serum and AHA exfoliator) are set on colour, to help customers easily differentiate between the two. For every product, bold typography highlights its name, purpose and key benefits. 

Good clean fun on set

With the new designs in place, it was time to bring them to life. With Roze Hooij taking the reins on styling and Anna Pogossova and Benito Martin on the lenses, we helped to direct a tactile shoot that showcases the bright, optimistic nature of the rebrand. Keeping the shots intentionally minimal and clean, the simple use of colourful sculptural elements cuts through to create texture and give the client a suite of fun and vibrant images they could use across the brand.

Taking intentional skincare digital

From the wireframes through to completion, we wanted to create an online experience that reflected the brand — easy to navigate, educational, approachable — and would help them move to a subscription model. The modular system, bolstered by blocks of colour and thin strokes, creates clear and intentional sections across the site. It’s visually vibrant and clean while also feeling calm — a stark contrast to the noise and loudness of other skincare brands.

Shop simply

Like the packaging, the shop page is separated into core and supplement ranges to help simplify the decision-making process for the user. It’s supported by clear, concise yet engaging copy that explains each product’s function, benefits and ingredients, as well as a how-to “skinstruction” video guide, product pairing recommendations and, of course, recycling and disposal information.

Slow Down Skincare Initiative 2022

In honour of Earth Day this year, we helped KraveBeauty relaunch their Slow Down Skincare initiative to encourage the skincare industry to redefine their pace of growth, for the betterment of our skin and the planet.

We worked with copywriter Amy Scott and NiceShit Studio to produce an animated reimagining of the old fable 'The Tortoise and the Hare'. We developed an accompanying poem where the moral of the tale is similar, slow and steady can win the race.