Luseta Beauty, A minimal skincare
brand identity

A conceptual brand system exploring how premium skincare can feel soft and approachable without becoming generic. Built across logo, stationery, packaging, digital, and social formats.

Project overview

Premium but approachable. Calm but not cold.

This self-initiated project explored how a skincare brand could feel both luxurious and everyday, premium enough for a gift shop, approachable enough for a morning routine. The challenge was avoiding the two traps of beauty branding: the stark clinical white of medical skincare, or the overly decorative pink femininity of mass-market products.

Details

Type Conceptual / self-initiated

Scope Logo · stationery · packaging · digital

Market Premium skincare · Paris, France

Tools Illustrator · Photoshop · Figma

The colour system

A warm neutral palette built from four tones. No pink, no clinical white, no loud accent colour — just the warmth of natural materials. The palette communicates calm, softness, and quality without shouting.

The system

Logo & stationery

Business cards · letterhead · brand mark

Packaging

Product box · lip balm tube · shopping bag

Website

Product page · e-commerce layout

The design decision

Restraint is the luxury.

The typography uses a single serif — wide letter-spacing, light weight, never bold. No decorative elements, no illustration, no pattern. The brand mark is just the name, set beautifully.

This restraint is the whole point. When everything around you is loud and decorated, being quietly confident is what makes you stand out.