Branding
Packaging
Art Direction
Cleo Cosmetics
A minimalist brand identity and packaging system for a skincare line focused on clean beauty.
Client:
Cleo Cosmetics
Duration:
2 weeks
Overview
Cleo Cosmetics approached me with a vision: to create a brand that felt clean, empowering, and elevated — without leaning into tired beauty clichés. The result? A visual identity that’s soft, strong, and confident — much like the products themselves.
The Process
We started with brand strategy and positioning workshops to define Cleo’s tone and audience. From there, I developed a logo suite inspired by simplicity and natural elegance, paired with a muted, feminine color palette and modern serif typography.
Packaging played a major role — with minimal layouts, recyclable materials, and clear labeling to emphasize the brand’s ingredient transparency. I also supported the launch with art direction for product photography and social content.
Visual Elements
Logo design with custom ligature
Full brand system (typography, color palette, icons)
Product packaging for 6 SKUs
Instagram story templates and social tiles
Visual guidebook and packaging specs
Results
35% boost in online sales within the first month of rebrand
Featured in 4 indie beauty blogs/magazines
Consistent 5-star reviews for packaging and unboxing experience
Gained 1.2K new Instagram followers post-launch
Helped Cleo secure a retail partnership with an organic wellness store
