Urban Calm
Visual identity and packaging for Urban Calm, a Korean skincare collection.
Client:
Urban Calm
Year:
2023
Type:
Brand Strategy, Visual Identity, Website Design
Project Description
Urban Calm is a skincare collection by Facetory designed around the idea of restoring balance in modern urban life. The products focus on ingredient conscious formulations that support the skin barrier and help the microbiome flourish.
I worked with Min Kim Iris Studio to develop the visual identity, packaging design, and brand guidelines for the Urban Calm collection. The goal was to create a visual language that communicates clarity, balance, and trust while remaining contemporary within the competitive skincare market.
The project also included digital assets and branded visual content used across marketing channels and the Amazon storefront.
Design Approach
The visual identity draws inspiration from Korean design aesthetics, focusing on simplicity, balance, and refined minimalism. The logo reinterprets Hangul characters using geometric forms, creating a modern mark that reflects the brand’s Korean heritage while maintaining a clean and contemporary appearance.
This system includes a primary emblem, a vertical signature lockup, and a shortened logotype for flexible use across packaging and digital applications. The packaging design follows the same principles of clarity and restraint, allowing the brand identity and product information to remain the central focus.
Design Insights
This project explored how a visual identity can communicate both scientific credibility and emotional calm within the skincare category.
Working across packaging, brand guidelines, and digital content reinforced the importance of building a cohesive system that works consistently across physical products and online platforms.