Redesigning the brand identity for an established company. From color palette and type to the ad campaign.

What’s the story?…

Taking the current visual marketing of Paula’s Choice as the starting point, a new direction was needed that was more personal. Bringing a more approachable, high-end and artistic color palette with an emphasis on the core values of the company to bridge the gap between the consumer and the history and success behind Paula’s Choice skincare.

Logo

Designing an abstract combination mark allowed freedom of thought when conveying the brand story of Paula’s Choice. Unlike other brands who rely heavily on aesthetics—this logo needed to expand on the principles of the company while leaving that important imprint in the consumers mind.

I really wanted to focus on the number one foundation of the company which was “Science & Truth”.

Quality

Putting the history, honesty and science behind the new brand identity.

Warmth

Finding that perfect harmony between clinical through minimalism and caring.

Truth

Staying true to the founding principles that Paula Begoun founded her company with.

Reinvented

Bringing a new look, tone and feel to the brand that also keeps the knowledge and science at the forefront.