Balense Skincare Rebrand

Step 1: Observation

Our strategy dug deep into brand and category truths. Skincare isn’t about patching over surface-level problems, but restoring balance in every sense. We observed a dual commitment to skin (effective results) and self (empowering confidence). A distinct and ownable brand personality found her voice in The Skincare Architect. Picture an oversized blazer, effortlessly paired with brogues and gold jewellery.

Step 2: Question

Why shouldn’t cosmeceutical skincare make sense? Our balanced approach puts science and skincare on the same side with a repeated lexical framework of “X meets Y”, or “Science meets Simplified”. The naming formula [made-up word] + [product format] = [product name] melds science and creativity. We created suffixes to denote each of the four product ranges, resulting in joyful combinations like Energee Day Serum, Plungee Hydrating Moisturiser and Soakee Hydrating Serum. Or Glowtini Brightening Exfoliant, Plumpini Repair Moisturiser and Lumini Night Serum. 

Step 2: Hypothesis

Our visual identity needs to evoke the feeling of being cared for. It blends modern design cues with both emotive and scientific elements. A minimalist, sophisticated wordmark, paired with an icon formed by four looping petals in perfect symmetry. Strategically, Balense®’s previous packaging skewed stark white and clinical silver. The evolved brand colours in bespoke gradients—pearl, pool, oyster, champagne and chalk—offer a sense of harmonious calm. Each hue of the spectrum represents a skin concern, allowing the customer to shop with ease.

Step 4: Experiment

We gathered the ingredients of the new Balense® brand and rolled them out across 24 SKUs. Other brands: seem overly serious. Our bottles: a colourful antidote to the category. The typography system takes the jargon out of complex technical benefits. The challenge was to develop a packaging system that could effectively scale from 35ml to 200ml, and still look cohesive on shelf and online.

Credits & other partners:
Photography courtesy of: Balense