lūcēre
A self-initiated minimalist skincare brand concept, built from scratch; brand strategy, visual identity, packaging system, and campaign direction.
- Client
- Self-initiated
- Role
- Brand Strategy · Creative Direction
- Year
- 2026
- Type
- Brand Identity · Packaging · Campaign
A market with a gap in the middle.
The skincare market is polarised. Mass brands feel clinical and generic, functional but forgettable. Prestige legacy brands feel intimidating and overpriced. A generation of conscious consumers is left with no brand that speaks their language: premium, intentional, and honest. lūcēre was built to live in that space.
Build a brand from nothing.
The brief was self-set: create a complete skincare brand concept that could credibly compete in the space between mass market and prestige luxury. That meant developing everything from scratch; the brand name, positioning, product architecture, visual identity, packaging system, and campaign direction, with no client, no brief, and no existing assets to work from.
Strategy first. Design second.
The brand strategy was defined before a single visual decision was made. Target audience: women 22–35, urban, educated, digitally native, conscious consumers who want efficacy without the noise. Positioning: the white space between CeraVe and La Mer. Personality: confident, quiet, intelligent, the friend who always has great skin and never makes a big deal about it. From that foundation, every visual and verbal decision followed.
Two lines. One philosophy.
The brand launched with five products across two lines. The Essentials: The Cleanse, The Finish, The Shield, in frosted white matte packaging, for everyday non-negotiables. The Actives: The Work, The Detail, in warm amber glass with sphere stoppers, for targeted results. The visual identity was built around a restrained font system: Tan Meringue for the logo, Seasons for headlines, League Spartan for labels, DM Sans for body. A nine-color palette anchored by terracotta, olive, warm sand, and deep brown.
LESS.
The campaign concept, LESS., distills the brand's entire philosophy into a single word. Less product. Less noise. Less complexity. The campaign strips back everything that doesn't need to be there, letting the skin and the product speak. Executed across billboard mockups, social media content, and launch announcement posts.
