Aura is a skincare branding concept inspired by the wellness of ourselves and the Earth. The core message is everyone regardless of gender and what environment you’re in, should prioritize taking care of ourselves inside and out, and the world around us.
The many curvatures of the logo represent the constant changes your skin (and the earth) goes through over time. The customized type displays fluidity without compromising legibility.
Sometimes skincare brand identities are specifically gendered by color (black and grey marketed to men and pink and pastels to women). I wanted the look and feel of the brand to be genderneutral so I made a tropical color palette that's bold and in touch with nature.
The shapes and dots pattern help carry the theme of the fluidity. The dots represent the pores of the natural skin’s texture while the overlay of abstract shapes mimic different skin types and concerns.
