Skincare Brand Research

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In order to help inform my design process I first looked into different skincare brands, looking at luxury brands first such as Estee Lauder and Clarin’s seeing how they use their logo and the fonts chosen to represent their brand on products and promotional material (see figures 1 and 2). Following this I then did a brief analysis of their word mark logos mainly focusing on the kerning used and style of font in order to inform my design practice (figure1 and 2). Consequently I found that most luxury skincare brand commonly use close kerning and simple fonts varying between serif and sans serif. This helped me when initial choosing which of the five fonts we where given to experiment further with of which I chose Bodoni, Futura and Helvetica. 

After receiving feedback on my initial ideas I deciding to go back and conduct more research into the skincare market looking at different areas such as luxury and clinical skincare in order to decided which area I wanted my brand to fit within (see figures 3-8). Consequently I chose to move away from luxury skincare towards companies that focused on solving certain problems with peoples skin causing me to look at companies such as Clinque and Dermalogica in particular and the products they sell in order to gain a better understanding of their brand (see figures 3 and 5).  This then lead my design developments as I focused on developing my logo using Futura as it allowed me to create a more clinical look for my brand whilst keeping the logo inviting. I chose to look at both Clinque and Dermalogica as they have similar products and target audience of women between 18-25 that my company Archchemic would have.

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