client
Carina
Year
2022
MY ROlE
Naming
Creative direction
Brand design
VISUAL IDENTITY
PACKAGING DESIGN
ART DIRECTION
Crafting the face of new ethereal skincare
Carina is a new line of high-end skincare products for the conscious individual. Each product is thoughtfully created to appeal to all senses and carefully crafted to give love to ourselves and our universe.
The project began with a deep dive of the soon-to-be products, ingredients, company values, and target audiences. What came from that work was a shared understanding of the brand’s purpose: Carina exists to create products for ethereal beauty, both for individuals and the collective whole.
I worked to shape Carina’s brand identity from the ground up. The engagement included everything from brand positioning and naming to visual identity design, packaging design, and assets for launch.
NamIng & VISUAL IDENTITY
Building the brand
With the brand purpose established, I crafted the name and visual identity. The name takes inspiration from celestial bodies; Carina being one of the brightest stars in the night sky. Using “ethereal beauty” to ignite ideas, a visual system was created with a bold, sensual color palette, otherworldly textures, delicate typography and intimate imagery.
PACKAGING DESIGN
Crafting the line of skincare products
I conceptualized the Carina product line to feel otherworldly yet grounding. The simple packaging visual design system allows for expansion across product types, shapes and sizes. With amber bottles and timeless graphics, the products feel luxurious while being attainable.
LAUNCH
Bringing the brand to the world
With the brand and packaging established, I worked on the digital assets needed for launch including an e-commerce site and social media strategy.
