Moin Indonesia: Honesty in Every Drop
Derived from the Northern German greeting for “hello,” Moin is a skincare brand built on a profound foundation of passion and scientific expertise. Founded in 2021 by Gita Savitri Devi—a prominent content creator, author, and Chemistry graduate from Freie Universität Berlin—the brand emerged directly from her professional experience as a cosmetic formulator. Moin was established to bridge the gap between complex chemical science and everyday skincare, making high-quality formulations accessible to everyone.
As the designer, my primary objective was to translate Gita’s vision of inclusive skincare into a cohesive visual identity that transcends traditional boundaries of gender and age. The design reflects a “no-nonsense” philosophy, intentionally rejecting the industry’s trend of unnecessary “gimmick” ingredients. Instead, Moin stands for radical honesty and transparency. To mirror this, the packaging utilizes a minimalist aesthetic that prioritizes clarity and functional beauty. We chose a clean, modern typographic approach paired with a balanced layout to ensure that product information is easily digestible, reflecting the brand’s commitment to consumer education.
Every design element, from the soft color palette to the tactile finish of the packaging, was carefully curated to symbolize tranquility and integrity. Each variant’s visual identity is a metaphorical representation of a calm, honest conversation between the brand and the user. The impact of this strategic branding and design was proven in the market; within just one year of its launch, Moin successfully climbed the ranks to become a top 3 seller in its category in Indonesia. This success story serves as a testament to how authentic storytelling, backed by scientific rigor and a thoughtful design system, can resonate deeply with a diverse, modern audience in a highly competitive market.