Making skincare playful
What we did:
- Naming
- Verbal Identity
- Visual Identity
- Structural Design
- Brand World
The Brief
Create a brand that gives tweens the skincare they want and need.
The Insight
Generation Alpha knows way more about skincare than we did at their age. They’re rehearsing routines, playing pretend and imagining their future selves. But they’re also overloaded with complex claims and products they just don’t need – a heavy financial and physical cost is being paid.
The idea
Edu-play-tion
Burst the 10-step bubble and give the new skincare obsessives freedom to explore and learn their way.
The category response to parental panic about the influence of skincare standards on their tweens has, unfortunately, been more oversight. Parent-led brands made by people who can’t help but see their customers as kids.
But tweens roleplaying their adult selves don’t want to be treated like kids.
Dermi is the go-to brand for budding dermas starting their skincare journey. A sensorial skincare safespace, where you’re free to play, learn, and explore through 3 simple steps.
Playing with the existing category tropes of cellular science, Dermi creates sensorial worlds for each of its formulations that bring its ingredients and benefits to life.
The outer packaging acts as pure eye candy, while the refillable inners approach science in a youthful way — evoking a minimal beauty primed for GRWM streams.
Tactile language guides you through the 3 step ritual whilst the brand educates our digital natives through the sharing of tips and skincare streams.
“Tweens want to get stuck in but the skincare brands they are buying are too restrictive. Dermi gives them permission to play- pumping out products and fizzing up foams, dialling up the ‘fun’ through a world of inflatable avocados, juicy flowers and reflective fruits.”
Steph
Design Director
Destinations for skin-thusiasts to meet and explore — all set within an immersive world of skin science — encourages hands-on play with the products.
