Design Concept
The design concept was to create a branding and packaging design system for Seda, a new subscription based skincare brand centered around activated silk. The challenge was to design packaging and visuals that felt luxurious, clean, and modern while also representing the smooth and flowing qualities of silk. From the logo, I wanted to create a sense of movement and softness that reflected the silk-inspired concept and helped the brand stand out within the highly competitive beauty industry.
This project was developed as a full campaign for Seda Skincare Cosmetics designed to introduce the brand into an oversaturated beauty market. The campaign includes social media content, a mobile app, a website, and product packaging that all work together to create a cohesive brand experience. The social media campaign encourages users to engage with the brand and directs them to an interactive skincare quiz through the app and website. The quiz helps users discover a personalized Seda skincare routine based on their individual skincare needs and goals.
The Seda logo and branding system were designed to visually represent the smooth and silky qualities of activated silk. The flowing wordmark creates movement, with the “S” flowing into the “E” and the “D” flowing into the “A.” The “S” also serves as a secondary decorative graphic element used throughout the packaging, digital platforms, and marketing materials to create consistency and strengthen brand recognition.
Audience
The audience for Seda includes young adults and beauty consumers who are interested in high-end, sustainable, and organic skincare products. More specifically, it targets individuals who value self-care, personalized skincare routines, and aesthetically pleasing brands they can connect with through social media. Since Seda offers customized skincare plans and a modern digital experience, the brand also appeals to consumers who enjoy interactive online shopping and beauty trends promoted through social platforms.
The campaign especially connects with consumers who often feel overwhelmed by skincare products and struggle to find routines suited to their skin type. By creating an interactive and personalized experience through the app and website quiz, Seda helps simplify skincare while creating a more engaging and approachable experience for users.
Goal
The goal of the Seda branding project was to create a cohesive and elegant visual identity that reflects the luxury and innovation of activated silk skincare. Through the logo, packaging, social media, website, and mobile app designs, I aimed to create a brand experience that feels smooth, natural, and sophisticated. The flowing movement within the logo and graphic elements was designed to enhance the silk-inspired concept while creating a modern and memorable identity that attracts customers and builds strong brand recognition.
Another major goal of the campaign was to create a connected digital experience that guides consumers from discovery to purchase. The website mirrors the mobile app experience, allowing users to complete the skincare quiz, explore their recommended routines, and purchase products directly through the platform. By combining branding, packaging, and digital interaction, the project creates a seamless and engaging customer experience across all touchpoints.
Research
I researched modern skincare brands and current packaging trends within sustainable and organic beauty products. I discovered that many successful skincare brands focus heavily on minimalism, clean aesthetics, and strong social media presence to connect with consumers. I also explored how brands use texture, movement, and soft visual elements to communicate feelings of luxury and self-care.
Additionally, I studied how skincare companies create personalized digital experiences through quizzes, apps, and interactive websites to help consumers better understand their skincare needs. This research helped guide my design decisions, allowing me to create a branding system that feels polished, cohesive, and visually connected to the concept of activated silk while also creating an engaging user experience across digital platforms.
