Simplify to amplify

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.

1 2 3

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.

MORE WORK

Simplify to amplify

Positively Different®

Positively Different^®