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AUREN is a conceptual premium skincare brand built around thoughtful care, scientific precision, and modern luxury. The brand creates a calm, intentional experience through refined aesthetics and considered details.
Goal: To build a distinctive identity that positions AUREN as a sophisticated, trustworthy modern skincare brand, with a consistent visual system across packaging and key touchpoints.
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Really like how the guidelines give the brand a clear point of view. Wearable tech can easily look generic, but this feels much more intentional.
I did the Art Direction for one, and AI did the other.
AI wanted to give 'Bold' a symbol while I wanted to give it a meaning!
Only one survives, and your vote pulls the string!
48 voted
75%
16 voted
25%
64 votes
Closed
I hope the one I 'Cant ignore' is the one you did because it has an intent and feel AI can never generate. Love it
*fingers crossed*
Most healthcare branding reaches for the same visual shorthand: a cross, a heartbeat line, a shade of clinical blue. ClinScale needed something else. It's a platform built around turning clinical expertise into a real business, and the identity had to carry that idea instead of borrowing from medicine.
So the system starts with a single unit. One shape, precise and self contained. Add another, and they connect. Add more, and they form a structure. That's not a metaphor added after the fact, it's how the whole graphic system works, because the belief behind ClinScale is that growth only holds up if there's structure underneath it.
Deep neutral tones and metallic dimension carry the rest: enough weight to read as serious, without ever tipping into the coldness healthcare branding usually settles for.
Project made in collaboration with Nathalia Ultramar
Really like how the visual system actually comes from the idea behind the brand. It feels much more intentional than just using the usual healthcare symbols.