Branding identity for Hugel Aesthetics, a joint venture between South Korea’s Hugel, Inc. and Austria’s Croma-Pharma GmbH. For the launch of Hugel Aesthetics in the US, Canada, Australia and New Zealand, the brief was to re-envision the brand in a beauty-forward lens, while still staying true to its identity as a medical aesthetics company.

The result is an elevated, minimal approach that bridges the gap between medical aesthetics and beauty. Slight nods to Hugel, Inc. (and its heritage as the top-selling filler brand in South Korea) is seen in the continuation of the cyan (from its parent company), and in the iconography.

Clean, transparent imagery featuring vials and glassware convey clinical precision and credibility. Model photography is candid but filled with smiles, imbuing a sense of joyful confidence and empowerment that can be attained through use of their products. Cooler cyan and aqua blue tones create a juxtaposition for model photography, allowing the warmth of skin and skin tones to come forward.

A clean celebrity skincare brand originally slated to launch in the summer of 2020. Due to unforeseen circumstances during the pandemic, it was delayed. Recently launched in October 2021, it was renamed to Kind Science and re-branded to align with updated business goals. 

Prior positioning focused on its founder and ingredients (which were originally new to market in 2020), with a playful, pop-y look and feel. In an effort to elevate the look and feel for 2021, the updated vis ID was envisioned instead with lush, verdant botanicals — leaning into its plant-foward, benefit-driven story — while still maintaining a light, airy and joyful feel.
Due to budget constraints, previously shot model photography from 2020 had to be integrated to able to live alongside the new vis ID and product photography.