skincare

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clean

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natural ingredients

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fresh

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all skin types

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nourishing

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skincare - clean - natural ingredients - fresh - all skin types - nourishing -

The word 'BLUE' stylized with a modern blue font, featuring a speech bubble in the letter 'U'.

BLEU is a conceptual skincare brand created to explore the intersection of branding, packaging, social media posts, product staging, and digital marketing. Inspired by the purity and calming nature of water, the project focuses on creating a clean, modern identity that communicates hydration, simplicity, and everyday self-care.

The personal objective was to develop a cohesive visual system that extends beyond product packaging into a complete brand experience. From logo design and typography to product photography, advertising, motion graphics, and brand guidelines, every element was designed to reinforce a premium yet approachable aesthetic for all ages.

This project showcases my ability to build a brand from the ground up while considering both creative direction and real-world marketing applications across digital and print platforms.

A blue and white spray bottle labeled "BLEU hydrating mist" surrounded by water droplets and a towel, with promotional text about hydration and natural glow.
A blue bottle of BLEU clearing serum with a dropper cap, featuring a label with blue and white design elements and text indicating it contains hyaluronic acid, with a minimalist light blue background.
A spray bottle labeled BLEU hydrating mist with sea minerals and marine extract, placed on a damp towel with water droplets and a wet background.
Tube of BLEU hydrating moisturizer on a white towel with a light blue speckled surface background.
Collection of skincare and beauty products with blue and white packaging, including a moisturizing cream, serum, mist, and body oil, displayed on a dark blue surface with bubbles floating in the background.

The packaging was designed to communicate hydration through simplicity. Soft blue tones, minimal typography, and water-inspired graphic elements create a clean, modern identity that feels premium while remaining accessible. A consistent visual system allows the entire product collection to feel cohesive across multiple formats and packaging types.

A skincare product package labeled 'BLEU clearing serum' with 'Blue Tansy + Hyaluronic Acid,' containing 250 mL or 1.69 fl oz, decorated with blue circles.
Neon sign spell out 'BLU' in blue letters with a black background.
Samsung logo with a stylized 'S' inside a circle.
Brand guidelines poster for BLEU skincare, featuring logo details, color palette, typography, graphic elements, photography style, and brand essence information.
Logo of the social media platform Snap Inc., with a stylized blue 'S' inside a circle.

The BLEU Brand Guidelines establish the visual and creative foundation for the brand, ensuring consistency across packaging, digital experiences, advertising, and marketing materials. Every design element—from typography and colour to photography and graphic assets—has been carefully selected to communicate hydration, purity, and modern simplicity.

Inspired by the calming qualities of water, BLEU combines clean layouts, soft blue tones, and minimal graphic forms to create a premium skincare identity that feels approachable, refreshing, and timeless.

Blue bottle of BLEU clearing serum with a dropper cap, labeled with blue dots, containing hyaluronic acid.