Asprey luxury skincare brand identity required a design system that communicated two things at once: the scientific rigour of a clinical skincare product and the sensory luxury of a high-end beauty brand. Most skincare brands resolve this tension by choosing one or the other. The Asprey identity was designed to hold both.
The positioning — a luxurious, high-end skincare brand that combines nature and science — required a visual system precise enough to communicate credibility to discerning buyers, and refined enough to justify premium price points on shelf and online.
View the full Asprey brand identity project on Behance
What does the Asprey brand identity system include?
The complete brand identity covers:
- Primary logo and wordmark — clean, modern typography with precise optical corrections
- Colour palette — a restrained system specified across Pantone, CMYK, RGB, and hex for all production contexts
- Typography system — hierarchy for packaging, website, marketing materials, and correspondence
- Packaging design language — proportions, materials guidance, and finish specifications for primary and secondary packaging
- Brand guidelines — usage rules covering clear space, minimum sizes, background applications, and what not to do
How does Evoke Studio approach luxury brand identity design?
Luxury branding fails when it relies on signals rather than substance. Gold gradients, script typefaces, and floral ornaments communicate "trying to look luxury" — which is the opposite of what luxury buyers respond to. The Asprey identity was built on:
- Typographic precision — the wordmark was optically corrected for balance and refinement, not just set in a font
- Restraint — the colour system uses a limited palette with the discipline that premium brands require
- System thinking — every element was designed to work cohesively across packaging, digital, and print, not just on the logo presentation slide
Why does luxury skincare need a professional brand identity?
In the UK, US, Canada, and Australian luxury beauty markets, brand identity is the product before the product arrives. Research consistently shows that packaging design influences purchase decisions for 72% of luxury beauty buyers before they have experienced the formula. For Asprey, the brand identity had to communicate:
- Credibility — clinical precision that makes the scientific claims believable
- Luxury — premium visual language that justifies the price point
- Distinctiveness — a mark that stands apart from the crowded mass-premium skincare shelf
Building a luxury beauty or skincare brand?
We design brand identities and packaging for luxury skincare, cosmetics, and beauty brands — with the typographic precision and visual restraint that premium buyers expect. Serving clients in the USA, UK, Canada, and Australia.