Sukin is a well-known Australian natural skincare brand and has been a leader in affordable, vegan and sustainable skincare since 2007. Sukin products are widely sold in Australian pharmacies, as well as in supermarkets like Coles and Woolworths.

While popular with loyal customers, their visual identity, including the logo, had remained unchanged, struggling to connect with a younger, modern audience. The brand sought to attract women drawn to stylish, high-end brands like Aesop and Grown Alchemist, while retaining its loyal customer base.

To refresh Sukin’s identity, I needed to create a visual identity that was still recognisable yet made the brand feel more modern and attractive. Originally, I experimented with the colour red for passion and intimacy with nature, however, it risked alienating the brand from its customer base and didn't align with their relaxed personality. I decided to retain the core colour palette of green and off-white to honour the brand’s heritage.

To modernise the logo, I initially explored organic, hand-drawn styles, but ultimately opted for a modern, elegant typeface with subtle leaf forms integrated into the letter "K," retaining some essence of the original logo. Packaging was refined with increased white space and imperfectly hand-drawn illustrations of a key ingredient to help differentiate each range and add a personal touch to the brand’s packaging.

Typography flows dynamically across the packaging, with dot points for emphasis, creating a more unique and distinctive design system within a competitive skincare market. I introduced an intimate and minimalist art direction to appeal to a younger, more fashion-conscious audience while emphasising the personal connection between skin and nature.

The outcome is a more refined and stylish identity that bridges Sukin’s legacy with a fresh, emotional connection, making the brand functional, aspirational and aesthetically appealing to a younger generation.