Simple has long been a trusted skincare brand. Evolving from a go-to for beginners to a credible solution for all ages. As the category advanced, Simple kept pace, introducing cult-favourite ingredients and launching a premium range whilst staying true to their roots and ‘no nasties’ ethos. We refreshed the identity and packaging design to reflect the brand’s elevated status whilst reestablishing the brand as a beacon of simplicity in the skincare world.
Our focus was to clarify the role of the identity in line with the new brand positioning: “Everything your skin needs. Nothing it doesn’t.” The challenge was to meet the expectations of the modern skincare consumer while staying true to the brand’s kind, purposeful roots. Creatively, this meant using simplicity as a strategic tool to elevate the brand and cut through the complexity of a crowded category.
The new design uses geometric shape language born from the leaf shapes in the logo, to balance Simple expertise with the inherent kindness the brand carries. The packaging design has been simplified and sharpened through intentional use of typography, colour palette, and finishes, driving efficacy and gravitas in a crowded and often complex marketplace.
By being more considered in terms of identity assets and messaging, the new design brings clarity to the category chaos, elevating Simple’s impact and reinforcing the brand’s premium positioning.
This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies.
OKLearn moreWe may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
Because these cookies are strictly necessary to deliver the website, refusing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.
We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Google reCaptcha Settings:
Vimeo and Youtube video embeds:
You can read about our cookies and privacy settings in detail on our Privacy Policy Page.
Privacy Policy
