Strange Luxury: Redefining Accessible Luxury in Skincare

Strange Luxury, an Australian skincare brand founded by Annabel Geminder, aims to make luxury more accessible and inclusive for younger generations. With its distinct formula featuring Australian natural ingredients, the SL8™ blend, Strange Luxury makes a striking debut in the beauty industry with clean, effective formulas tailored for all skin types.

At its core, Strange Luxury champions “Clean Beauty, Culture, and Confidence.” The brand’s vision extends beyond skincare, promoting holistic well-being, inspiring balance and beauty, and celebrating every little moment of self-love with creativity. The Strange Luxury woman embraces beauty in its fullest sense.

We are thrilled to have played a pivotal role in shaping the brand’s visual identity. Our work for Strange Luxury encompassed several key aspects:

Logo, Symbol, Pattern, and Graphic guidelines
We meticulously crafted the logo to embody the brand’s refined, elegant, and subtly bold essence. The design artfully combines uppercase and lowercase letters, employs varied thicknesses to maintain a sense of delicacy, and highlights slants and angles that capture the spirit of Strange Luxury. This vision is crystallized in a unique symbol that is prominently featured across all materials, ensuring the brand’s identity is both distinct and memorable.

Primary and Secondary Packaging
Our focus was on designing the packaging for the initial product lineup, including the cream and serum.

While the efficacy of the formulas remains a focal point, the pink/nude hue of the packaging has emerged as the brand’s defining color. This choice adds a lifestyle flair, offering a warmer alternative to pure white. Strange Luxury aims to leverage a narrative, lifestyle-oriented artistic direction that resonates with a youthful audience. The formulas themselves embody a clean, sophisticated standard, while accents of red introduce an element of boldness and elegance.

Custom Packaging
The symbol is embossed on the pot lids using a custom mold, adding a unique touch and reinforcing the brand’s image. Each campaign visual instantly identifies the product by its distinctive nude lid and emblem. The use of frosted glass and white screen printing enhances the soft, refined feel of the packaging, aligning perfectly with the brand’s youthful target audience.

The secondary packaging features premium finishes, such as hot foil stamping for the product names, embossed brand patterns and symbols, and textured paper. The central embossing on the box facings highlights the symbol as a signature element, blending boldness with refinement. The brand name is consistently printed in black or white, ensuring a timeless quality.

The intense red interior of the packaging contrasts with the more understated exterior, rejuvenating the brand and achieving a perfect balance between minimalism, timelessness, freshness, and boldness.

Together, the primary and secondary packaging navigate luxury codes with finesse, appealing to a sophisticated yet youthful audience. The primary packaging conveys lightness, while the secondary packaging introduces more refined, high-end elements. This approach allows Strange Luxury to redefine accessible luxury.

Influencer Boxes
For each product launch, we design bespoke boxes for the brand’s influencers. These custom creations offer a unique, memorable discovery experience, reflecting the meticulous attention to detail that Strange Luxury is known for. The brand continually impresses influencers with innovative, awe-inspiring offerings during its launches.

Website Design
The website was crafted to deliver a seamless, lifestyle-oriented user experience. We focused on intuitive navigation, an artistic direction aligned with the brand’s positioning, and a clear presentation of the products and values.

3D Visuals
To bring the products and brand universe to life, we created detailed 3D renders that capture the essence of Strange Luxury.

We are grateful for the opportunity to collaborate with Strange Luxury and contribute to the creation of its visual identity, packaging, and website.

A heartfelt thank you to the remarkable Annabel Geminder for her trust and enthusiasm throughout this journey.