Blue Theory is a conceptual skincare line that reimagines beauty as a ritual of self-connection, care, and clarity. This project was developed as part of a brand design competition and served as a personal exploration into creating a luxury skincare identity that feels intentional, graceful, and empowering. The challenge was to design a visual language that communicates sophistication and warmth, resonating deeply with a modern, self-aware audience.
For the logo, I chose an elegant serif typeface with sculptural curves to reflect timeless beauty and quiet strength. The refined gold tones paired with a muted, warm palette evoke a sense of softness and indulgence, aligning with the brand’s promise of going “beyond skin care.” Every detail—from typography to layout—was crafted to elevate the experience, offering both visual luxury and emotional intimacy.
To bring the identity to life, I designed a cohesive suite of mockups including product packaging, promotional imagery, and social media graphics. The visuals aim to express the ethos of the brand through touchpoints that feel editorial, aspirational, and grounded. Whether on screen or in hand, Blue Theory’s branding was designed to feel like a breath of calm—a visual embodiment of self-care with purpose.