Veloura: Skincare Brand Identity and Retail System

A skincare identity built to survive the place most beauty brands die: a physical shelf, next to competitors, under retail lighting.

An identity that only exists as a PDF has never really been tested. Put it in a room, repeat it eighty times across a wall, and you find out very quickly whether the pink is right.

The palette had to hold at scale without becoming loud, and stay recognisable from across a shop floor.

The system starts with defined colour roles and a working type scale rather than a mood board. Roles matter more than swatches: knowing which pink is a background and which is an action is what stops a brand drifting six months after handover.

Packaging is where a skincare brand makes most of its promises. The hierarchy is deliberately restrained so the product name reads first and the claims read second, which is the order a customer actually scans in.

Single products had to work alone too, in a hand, in a photograph, cropped square by someone else.

Campaign imagery uses the same rules as the packaging, so photography and product never look like they came from two different companies.

Social was designed as a grid rather than as single posts, because a feed is read nine tiles at a time and most brand guidelines never account for that.

Gifting, merchandise and the unboxing moment all run off the same rules. Nothing here needed a designer to redraw it later, which is the point of building the applications alongside the identity rather than after it.