Alexandra Necula

Transilvania, România

Kindness Beauty is a sustainable skincare brand that offers results-driven products, manufactured from 100% upcycled natural and vegan ingredients. The primary packaging is fully recyclable and secondary boxes are printed on FSC-certified recycled paper.

During our strategy phase of the project, we defined the brand personality to be pure, luxurious, feminine, zen, and botanical-inspired. The main logo has an elegant, natural vibe through its rounded, soft, and contrasting letter thickness.

In order to reflect the premium price point we chose soft, earthy, and sophisticated colors instead of bright, poppy colors. Each product category has its own packaging graphic lines printed in hot stamped gold foil, inspired by the 4 elements of nature: water (revigorating products), air (calming products), fire (aromatherapy), and earth (supplements, tea).