An Australian Brand Renewed:
Redefining Natural Skincare

Sukin, a leading Australian natural skincare brand known for its affordable, vegan and sustainable products, sought to refresh its visual identity to connect with a younger, modern audience while retaining its loyal customer base. Although widely available in pharmacies and supermarkets, Sukin's existing branding struggled to compete with stylish, high-end brands like Aesop and Grown Alchemist.

The goal was to modernise Sukin's image while maintaining its core values and recognisability. Initial explorations with a red colour palette were abandoned as potentially alienating and misaligned with the brand's relaxed personality. The familiar green and off-white palette was retained to honour Sukin's heritage.

The logo was modernised with an elegant typeface incorporating subtle leaf forms within the "K," preserving a connection to the original design. Packaging was refined with increased white space, hand-drawn illustrations of key ingredients for each range and dynamic typography with dot points for emphasis. This created a more distinctive design system in the competitive skincare market.

A minimalist and intimate art direction was also introduced to appeal to a younger, fashion-conscious demographic, emphasising the personal connection between skin and nature. The result is a refined and stylish identity that blends Sukin's legacy with a fresh, emotional appeal, making the brand both functional and aspirational for a new generation.