Skin-Led Imagery
Close-up skin photography places texture, moisture, and product application at the center of the brand experience.
Fashion & Beauty · 2025
Vee
A focused vegan skincare identity shaped around natural clarity, soft contrast, and product presence.
Overview
Vee is a vegan skincare line based in New Zealand. The identity focuses on clean product communication, natural positioning, and a restrained visual system that connects skincare, purity, and plant-based care through minimal packaging and close-up skin imagery.
Initial condition
The brand needed a clear visual direction that could communicate vegan skincare without feeling generic. The project required stronger product presence, simple packaging hierarchy, and a softer visual language that connects natural care with a modern beauty audience.
Design intent
- Clarify the brand’s natural skincare position
- Create a clean and recognizable product identity
- Use restrained typography and soft visual contrast
- Build a visual system for packaging and campaign imagery
- Connect skin texture, product application, and natural care
Approach
- 01
Research
Understanding the vegan skincare category, natural beauty cues, packaging references, and the emotional tone expected from a clean skincare line.
- 02
Direction
Defining a visual direction based on close skin details, minimal product presentation, dark green packaging, and soft white typography.
- 03
System
Developing a simple identity system using a handwritten-style “V” mark, compact typography, and consistent product information placement.
- 04
Application
Extending the identity across cream tubes, skincare visuals, product-focused layouts, and campaign imagery.
- 05
Refinement
Adjusting scale, spacing, logo placement, contrast, and product composition to keep the system clean and readable.
Visual language
The visual language is built on close-up skin photography, deep botanical green packaging, white typography, and minimal product layouts. The contrast between human skin texture and controlled packaging gives the brand a natural, modern, and calm skincare presence.
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Deliverables
- Brand identity system
- Logo direction
- Packaging design
- Product label layout
- Campaign visual direction
- Product mockups
- Skincare photography direction
- Social media visuals
Key design moves
Minimal Packaging
The tube design uses limited text, clear spacing, and a dark green color system to keep the product refined and easy to recognize.
Soft Logo Character
The hand-drawn “V” adds a natural, human quality while the remaining letters keep the wordmark simple and direct.
Controlled Information
Product details such as “Vegan Skin Care,” “100% Natural,” and “100 ML” are placed with clear hierarchy and strong spacing.
Natural Contrast
The visual system balances warm skin tones with deep green packaging, creating a clear link between skincare and plant-based care.
Outcome
The final identity gives Vee a clear position within vegan skincare. The system combines natural skin imagery, restrained packaging, and soft typography to create a consistent brand presence across product, campaign, and digital applications.
A clean skincare identity should feel natural, direct, and easy to trust.
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