Logo/Branding — Wo & Me Skincare

Client:

Wo & Me Skincare

Category:

Logo/Branding

Duration:

2 days

Project overview

Wo & Me is a Beijing-based skincare brand offering a range of products including skincare essentials, lip glosses, and perfumes. As a new entrant in the competitive beauty market, they sought to establish a brand identity that would resonate with their target audience and reflect their commitment to self-care and personal harmony.

The Challenge

As a startup in the saturated skincare industry, Wo & Me needed a brand identity that would:

  • * Convey a sense of balance, harmony, and self-love
  • * Appeal to conscious consumers interested in holistic skincare approaches
  • * Stand out in the crowded beauty market
  • * Reflect the brand’s commitment to natural ingredients and sustainable practices
  • * Be versatile enough for application across various products and marketing materials

 

Our Solution: Crafting a Harmonious Skincare Identity

We developed a cohesive and meaningful brand identity that positions Wo & Me as a thoughtful, balanced skincare brand:

Logo Design:

  • Created a minimalist logotype featuring a custom-drawn typeface
  • Incorporated a subtle yin-yang inspired motif into the ‘O’ of Wo
  • Designed variations for different applications (product packaging, digital platforms)

Color Palette:

  • Established a primary palette of soft sage green and warm peach
  • Introduced a secondary palette of earthy neutrals inspired by natural ingredients

Typography:

  • Selected a primary sans-serif font that exudes modern simplicity
  • Paired with a complementary serif font for body text and product descriptions

Iconography:

  • Developed a set of minimalist icons representing different skincare routines and ingredients
  • Created stylized illustrations of botanical elements for use in marketing materials

Pattern Library:

  • Designed abstract patterns inspired by natural textures and traditional Chinese art
  • Created a signature pattern featuring intertwining lines symbolizing the connection between self and others

Packaging Design:

  • Developed clean, eco-friendly packaging for skincare products, lip glosses, and perfume bottles
  • Created a unified look across various product lines while allowing for easy differentiation

Brand Voice & Messaging:

  • Crafted a tone of voice that balances wisdom with approachability
  • Developed key messages emphasizing self-care, balance, and natural beauty

Social Media Templates:

  • Designed a set of templates for consistent branding across social media platforms
  • Created guidelines for product photography and lifestyle imagery

Brand Guidelines:

  • Compiled a comprehensive guide for consistent brand application
  • Included instructions for maintaining brand integrity across different markets

Project results

The new brand identity positioned Wo & Me as a thoughtful player in the skincare industry:

  1. Market Entry: Successfully launched in Beijing with plans for expansion to other major Chinese cities
  2. E-commerce Performance: Achieved a 40% higher average order value compared to industry standards
  3. Influencer Partnerships: Collaborated with ten micro-influencers focused on natural beauty and wellness
  4. Customer Perception: 85% of surveyed customers associated the brand with “balance” and “self-care”
  5. Product Line Expansion: Successfully launched three new product lines within the first year, leveraging the versatile brand identity.