Cosmetics brand Good Science Beauty takes on “science meets style” aesthetic

Studio Almighty has given the new skincare range a visual identity that is inspired by the periodic table of chemical elements, used alongside a pastel colour palette and “humanising” photography.

Design studio Almighty has created the branding and packaging for a new skincare brand called Good Science Beauty, taking on a look that references “science” and “style”.

Good Science Beauty is a range of face creams that use natural ingredients such as silicon, glycine and bark extract in their products, says the company.

The branding has been inspired by the periodic table of chemical elements, says Emily Penny, an independent brand strategist who worked with Almighty, and the logo is made up of the brand name set in sans-serif typeface F37 Bolton, bordered by two lines. This takes on an animated form when used across digital platforms.

A palette of pastel colours such as turquoise, pink, orange and blue has been used, alongside abstract graphic shapes, lifestyle photography and still-life photography of chemistry-related objects such as beakers and test tubes. The colours, illustrations and photography look to “humanise” the otherwise science-focused brand, adds Penny.

The packaging continues the “clinical” theme, she says, with numerical codes and shorthand letters assigned to each product that mimic how elements appear in the periodic table, and black type set against a “minimal” white background.

“Science is at the heart of the brand and we wanted this to be a strong theme, but we’ve also tried to bring a strong sense of style to this to give the brand its own character,” she says.

The brand is also intended to be “clear and straight-talking”, adds Matt Burke, creative director at Almighty, and line-drawn, annotated diagrams are included on its website and marketing materials to explain how products work.

The strapline “In sync with you” is incorporated, and the term “Good Silicon+” is used to describe the main ingredient, and clear up confusion between the man-made material “silicone” and natural element “silicon”.

The design is intended to be “gender-neutral”, adds Penny, and “accessible” to a young audience.

Good Science Beauty’s branding has now rolled out across merchandise and packaging, print materials such as advertising posters, identity guidelines and business cards, and online across the website and social media platforms.

Hide Comments (4)Show Comments (4)
  • DC May 11, 2018 at 12:02 pm

    From the rather off-putting Prescription Only looking packaging to the 80’s US Kids TV promo graphics – ‘In sync with you’ seems somewhat misplaced.

  • ME May 11, 2018 at 4:55 pm

    Looks like they ripped off Deciem’s aesthetic.

  • Megan May 11, 2018 at 5:07 pm

    Reminds me of the Hylamide packaging.

  • Me too May 14, 2018 at 9:28 am

    Ooo, love that. Love the colours and the aesthetic. Works for me.

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