The Challenge

The luxury skincare space is saturated with minimalist white packaging and gold type. The brief was to create something that felt premium without being predictable — a brand world that could hold its own next to Aesop and Le Labo without looking like either. The founders wanted restraint, but with a distinct point of view.

The Approach

The identity was built around the cedar tree as a symbol of patience, depth, and permanence. The primary mark is a geometric reduction of a cedar branch — precise enough to read as a modern logo, organic enough to feel rooted in nature. The color system draws from the tree itself: deep resinous greens, warm bark browns, and a single pale cream as the base. Typography pairs a refined serif for the wordmark with a narrow grotesque for all functional text — the contrast creates visual tension that feels considered rather than accidental.

Deliverables:

Brand identity system · Logo suite & primary mark · Color & typography system · Packaging design direction · Brand guidelines · Stationery suite

Result:

Launched in three Parisian concept stores in Spring 2024. Featured in Étapes Magazine's annual packaging review.