Good Skin is a dark, edgy, and whimsical soap brand that celebrates the quirky, obsessive, and playful rituals we all have with our skin. At the heart of the brand are twin mascots joined at the leg, surreal characters that embody duality, ritual, and chaos, reflecting the obsessive care we give our skin in a humorous, slightly exaggerated way.
The project began with research into skincare habits, consumer routines, and the emotions people associate with self care. Observing patterns in how people engage with skincare, the rituals, the obsession with results, and the delight in sensory experiences. Inspired the creation of characters that feel alive and relatable. Illustrations were designed to exaggerate personality traits, giving each twin a mischievous, slightly cheeky energy that connects to the brand’s playful identity.
Tone of voice and slogans were developed alongside the visual identity. Phrases like “for your pores” and “weirdly obsessed” stemmed from research into how people talk about skincare online and in real life, informal, humorous, and a little irreverent. Copywriting emphasises fun, relatability, and a wink of self awareness, aligning perfectly with the twin characters and packaging.
Research led decisions guided typography choices, colour palettes, and the balance between dark, edgy aesthetics and playful personality.
Good Skin demonstrates how combining research, personality driven branding, character led illustration, and a witty tone of voice can create a brand that’s memorable, ownable, and irresistible.
CREDIT
- Agency/Creative: Hafiya Moulana
- Article Title: Good Skin: A Weirdly Obsessed Soap Brand by Hafiya Moulana
- Organisation/Entity: In-House
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Animation, Brand Creation, Brand Design, Brand Identity, Brand Mark, Brand Naming, Brand Tone of Voice, Brand World, Branding, Character Design, Design, Graphic Design, Identity System, Illustration, Label Design, Logo Design, Packaging Design, Product Design, Tone of Voice
- Industry: Beauty/Cosmetics
- Keywords: Brand Identity Packaging Design Experimental Branding Character Design Edgy Aesthetics Conceptual Branding Independent Studio Playful Storytelling Cult Visuals Contemporary Design
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Credits:
Brand Designer: Hafiya Moulana
