the fresh - vegan skin care
brand identity / moodboard / illustrations / packaging / website design / ads / social media
THE FRESH is a vegan skincare brand with a mission to help everyone feel good in their body and skin. At the heart of THE FRESH is a commitment to offering high-quality, cruelty-free products made from natural ingredients.
they believe that skincare should be accessible, kind to the environment, and tailored to enhance the unique beauty of every individual.
The Fresh is committed to establishing a unisex brand identity, ensuring that its skincare products cater to all individuals, regardless of age, gender, or skin type. Our goal is to create a brand that feels inclusive and empowering for everyone, reflecting our belief that natural beauty transcends traditional boundaries.
The fresh is a brand for daily use and for everyone. it represents every age, gender, style and natural beauty.
The color palette is fresh and acidulous. Getting inspired by the beauty of nature, and everyday pleasure like swimming in lakes or feeling the wind.
The brand's identity is based on three pillars:
Clean and Fresh Aesthetics: The visual essence of The Fresh is clean and fresh, mirroring the purity of our plant-based products. The design embodies simplicity, representing the clarity and effectiveness of our skincare range.
Natural Color Palette: Our brand colors are a delightful blend of acidulous and fresh hues. These colors reflect the vibrancy of the fruits and plants that form the core of our products, creating an inviting and uplifting visual experience.
Illustrative Botanicals: the brand identity comes to life through the hand-drawn illustrations that i draw, of the botanical wonders we harness. Fruits and plants, beautifully depicted, symbolize the core ingredients that make The Fresh a true celebration of nature.
For The Fresh's logo, my goal was to create a welcoming and approachable design while maintaining a sense of high-quality sophistication. I chose lowercase letters to give the logo a friendly and warm feel.
The word "the" features slightly shaky lines, adding a playful touch and representing the brand's acceptance of imperfections, making it all the more endearing.
BRAND ILLUSTRATIONS
The handcrafted illustrations beautifully depict the brand's commitment to sustainability and its mid-luxury offerings.
PACKAGING
The packaging features recycled glass and carton paper, consciously designed. With stylish gradients, it embraces a trendy and gender-neutral aesthetic.
Gradient varies by product range.
ADVERTISING
Our customers are at the heart of our brand. We not only listen to their needs but actively involve them in the brand experience. Real customers become the faces of The Fresh, sharing their authentic journeys and experiences with our products.
The Fresh's advertising portrays real people enjoying nature, capturing genuine moments of joy.
With a friendly and approachable image, the brand emphasizes embracing imperfections. It conveys a heartfelt message that everyone deserves to connect with and cherish The Fresh.
ONLINE PRESENCE
The Fresh's website is infused with lively and vibrant colors. These energetic shades take inspiration from the latest product range, prominently presented on the homepage.
SOCIAL MEDIA
The Fresh utilizes social media to connect with young customers and portray a friendly, natural image.
The brand aims to inspire self-acceptance and convey the message that everyone is perfect with their imperfections. By fostering a positive and inclusive atmosphere, the Fresh seeks to create a strong emotional bond with its audience, making them feel valued and deserving of the brand's offerings.
Through social media, the brand captures feelings of warmth, acceptance, and empowerment, building a loyal community of followers who resonate with its uplifting message.