Kleo is a skin care products company whose products cover a wide range of skin types and contain natural ingredients that moisturize, nourish, clarify and purify your skin.The brand’s intention is to help consumers to be their best versions and feel comfortable in their own skin. To provide as much functionality and care as possible, they wanted to pass through the brand feelings of functionality, softness, fun and diversity.

The target market that the company wanted to reach are young adults who not only want healthy skin and worry about the components of the products they use and the brand’s social positioning but they also have fun doing skincare routines.

It was decided that the most important thing for Kleo was to visually demonstrate that their products worked well on many different skin types. Thus, the concept created for the brand was “It fits you”.

Just as the products fit perfectly on the skin, the logo has a geometric shape and the letters fit together creating new shapes. The typography also conveys functionality and because it is a more neutral font, it can be applied in many different settings and colors. In addition, the pattern created from the logo makes reference to the skin barrier and reinforces the idea of ​​fitting. The saturated and light colors bring the feeling of freshness, fun and softness, while the few elements of the identity show the functionality. Also, each color was chosen to represent a feature of leading cosmetics. And it is very important for the brand to ensure a diversity of ethnicities and genders in its photos.