Lords + Angels is a premium unisex skincare brand combining clinical research, scientific insights and natural botanicals. Our goal was to design premium packaging that provided a sensory experience and delight when opened. Our brief for this start-up included developing the brand strategy, positioning, naming, brand identity and packaging design. We pretty much had a free hand to create the brand, with our only directive – to incorporate science-backed research and develop a unisex brand name.

We positioned Lords + Angels as an Alchemist archetype, blending science and spiritual empowerment. We drew inspiration from Notre Dame and an architectural concept for rebuilding the old cathedral after the fire in 2019. This blend of old and new was a catalyst for our overarching brand identity and design.

True to an Alchemist archetype, The Lords + Angels brand identity blends old-style Feijoa typography, with sans-serif Söhne ( by Klim Type Foundry) representing science. The crosshatch pattern derived from the + in the identity and bold colour system inspired by stained glass windows is used across all brand touchpoints.

Sleek clinical white packaging and narrative convey Lords + Angels focus on science-backed ingredients and function, with a premium look and feel. The scientific narrative is delivered conversationally with confidence and sincerity. This outer packaging is finished with a matt laminate providing a velvet touch, debossed and foiled brand mark. The inner pack brings surprise through bursts of colour and represents the inner beauty within us all. It is finished with a transparent tissue overlay; this element has a dual purpose of protecting the ampoules from rubbing and reinforcing the sensory experience. The amber glass ampoules are designed to look medicinal yet serve a functional purpose to protect the hyaluronic acid from light. Charisma and personality shine through the minimalism design, and colour creates an enjoyable brand experience with style, personality and purpose.