REF Skin

The mission was to create a modern, inclusive, and visually cohesive brand identity for REF Skin that aligns with the established aesthetic of REF Hair. The goal was to design minimal, Scandinavian-inspired packaging that fits seamlessly under the REF brand umbrella while ensuring the skincare line maintains its own distinct, approachable, and inclusive visual presence.

The approach centers on playful, inclusive, and authentic visual storytelling. Packaging design follows the clean, minimal Scandinavian aesthetic seen in REF Hair. The broader branding for REF Skin introduces color and personality, using lighthearted messaging and visuals that feel fresh, relatable, and real. Overly retouched images are avoided in favor of authentic, human representation that reflects everyday people. Photography, product shots, and campaign visuals are designed to feel down-to-earth and identifiable, creating a sense of trust and inclusivity. By managing the entire process in-house, the brand achieves a unique and cohesive identity that breaks away from the overly polished imagery seen in the saturated skincare market.

The REF Skin brand successfully balances modernity, fun, and inclusivity, resulting in a visually fresh and authentic presence. The packaging design stays true to the Scandinavian-inspired, minimalist aesthetic of REF Hair, ensuring brand cohesion. Meanwhile, the broader branding strategy introduces playful and relatable messaging, real photography, and inclusive design that speaks to a diverse audience. By avoiding over-retouched images and instead highlighting natural, honest visuals, REF Skin sets itself apart from the competition, offering consumers a brand they can truly identify with.