The Scandinavian studio created assets to communicate the unique purpose of the skincare brand: to protect skin from city pollutants.
People across the world are becoming more hyperaware of their health and what they are putting into their bodies, but maybe less so about what they are putting on their skin. It’s true that the skincare market has seen an increase in suncreams made specifically for application on the face, but the sun is not the only thing we are exposed to daily, especially in city environments.
We can’t avoid certain things, like smog, changing moisture levels, stress and screen radiation, and other factors that affect our skin, like alcohol. In other words, our skin is constantly battling all these pollutants with little to protect it – until now.
Swedish skincare company Urban Kind is a new brand that develops products that protect the skin. The brand emphasises self-care and boasts scientifically proven, cruelty-free, and 100% vegan skincare products developed by a leading team of chemists and dermatologists.
“In today’s globalised world, our branding needed to speak to every citizen in a major city,” says Urban Kind founder Peter Ternström. So, he turned to the Scandinavian studio Everland to create the identity and packaging.
The studio recently collaborated with Ternström on the sustainable skincare brand Raw Perfection, so Everland partner and executive creative director Carl Larsson expected the project to be ambitious.
“With a clearly defined target audience in a competitive category, this project seemed to have the right balance of restrictions and freedom to build a solid creative and commercial concept”, says Larsson.
The brand identity was built around three key pillars: natural aesthetics, Nordic ancestry, and democratic values. Whether it’s furniture, architecture, or brand design, the Nordic countries are known for their seamless and functional design aesthetics.
Larsson describes it as “pragmatic, secure, and timeless, characterised by a clean and raw look, straightforward typefaces, and minimal yet communicative decorations”. He adds that exposed materials convey “transparency and honesty, fostering trust in the brand and its scientifically tested products”.
Since Ternström envisioned the products being used in cities all over the world, Everland was tasked with identifying a universal icon that could communicate Urban Kind’s protective qualities. The design team identified a shield as a well-known object for visualising protection and noted how it translates easily and quickly across cultures.
Larsson believes the shield is a distinctive and differentiating asset that catches the eye on the shelf. “Combined with the raw materials and the dynamic handling of typography, the shield provides a solid contrast that creates tension between the elements,” he adds.
The shield also serves a functional purpose in helping users navigate the skincare range, with a different shield shape and colour for each product. This comes from the notion that routines are essential for optimal skin care, from preparing the skin for a new day to settling in for the night.
“We wanted to create a design that helps support these routines and rituals, which is where the shields come in handy”, Larsson explains.
A simplistic approach was taken to the packaging design, and materials are simple in themselves, so Everland opted for something more dramatic for the colour palette, further bolstering Urban Kind’s shelf presence. “We went with an expressive and saturated colour palette for the shields to help the packaging stand out but also build distinctiveness across all other touchpoints, like social media, the website, and out-of-home advertising”, says Larsson.
“Our brand is our armour, and EVÉRLAND made it elegant, shiny and beautiful,” says Ternström. “It truly reflects our ambition and vision. Now, it’s time to take the shield to cities worldwide.”
