Wishlist is a bold and playful Ukrainian skincare brand designed for a new generation of girls who see self-care as part of their daily ritual. For them, skincare isn’t just a necessity  it’s a personal checklist, a source of small victories, and a way to celebrate themselves. Our team was responsible for the full brand creation: from strategic foundations and naming to the visual identity system and packaging design.

The naming, Wishlist, reflects the spirit of the brand — an empowering reminder that you can choose what you want and go after it, even in the little things. It captures the idea of accessible desire: skincare that looks and feels aspirational while remaining easy to reach. That idea guided every stage of development, from the tone of voice to the modular system used across product packaging.

Visually, the brand identity is rooted in digital native aesthetics. We referenced current UI and app trends to create a system that feels intuitive and familiar to a generation raised on Instagram and TikTok. Color-coded categories and bento box-inspired layouts help users quickly recognize products, navigate the line, and find what works best for their skin.

Typography is bold, confident, and clean speaking clearly and directly, just like the brand itself. Bright contrasting colors and oversized layout elements ensure high visibility on both physical shelves and digital screens. The copywriting style is motivational yet grounded, encouraging action without sounding preachy. It’s a brand that knows what it’s doing and helps others feel like they do too.

Wishlist competes directly with trendy Korean skincare by offering a Ukrainian alternative that’s just as fun, functional, and visually engaging. It’s a brand that helps girls feel seen, supported, and inspired — starting with their skincare routine and going far beyond it.