Liaison de LOREN Brand Identity & Package

THE CLIENT

Liaison de LOREN was born in the heart of Paris, where elegance meets innovation. Inspired by the timeless beauty and effortless grace of Parisian women, Liaison de LOREN offers cutting-edge skincare solutions designed for slow aging. By combining advanced age-delaying technology with rare, natural ingredients, the brand goes beyond aesthetics—honoring the radiant evolution of every woman and tuning into the skin’s natural rhythm. The name Liaison de LOREN draws from the French word liaison, meaning “connection”—a reflection of the brand’s philosophy rooted not in mere combination, but in harmonious balance and organic unity. Guided by this belief, Liaison de LOREN envisions beauty as a graceful equilibrium between inner vitality and outer elegance, offering a holistic approach to refined, radiant well-being.

THE OBJECTIVE

Rooted in 60 years of expertise from an ingredient research lab in Lorraine, northeastern France, Liaison de LOREN brings together high-performance skincare science and the rich narrative and artistic sensibility of Paris. YNL Design has crafted a comprehensive brand identity that harmonizes the brand’s functional excellence with its emotional resonance—developing its visual identity, storytelling, packaging design system, photography direction, and UI/UX assets. The brand slogan, “Miracle de Liaison,” embodies this vision—uniting timeless Parisian inspiration with advanced skincare science to create a miracle of enduring beauty. It is a tribute to the profound connection between nature and innovation, the past and the future, the self and the skin. Liaison de LOREN’s sophisticated skincare solutions are crafted through a precise fusion of pure, carefully selected natural ingredients and breakthrough technologies. The result is the Miracle de Liaison—a balanced ritual that nurtures resilience from within and transforms it into luminous beauty on the surface. More than skincare, it is a timeless aesthetic experience that transcends trends and redefines modern elegance.

THE SOLUTION

The Liaison de LOREN logotype reinterprets the elegance of classic serif typography with a modern sensibility. Designed to convey refined beauty, it harmoniously blends soft curves with sleek, structured lines—clearly articulating the identity of a premium skincare brand. Careful attention was given to the spacing and balance between each letter to emphasize sophistication and luxury. A systematic logo system was developed to ensure a consistent look and feel across all customer touchpoints, from packaging to the website, reinforcing the brand’s visual coherence and high-end presence. The iconic symbol of Liaison de LOREN embodies the brand’s vision of infinite beauty—seamlessly connecting timeless Parisian elegance with advanced skincare science. Derived from the brand name’s meaning of “connection,” the symbol features two interlinked L’s, representing the brand’s continuous innovation and inspirational essence. With its perfect balance of horizontal and vertical proportions and the motif of unbroken linkage, the symbol communicates Liaison de LOREN’s dedication to authenticity and lasting beauty through ongoing scientific and aesthetic innovation. The packaging design system reflects a refined sense of balance and restraint, reinforcing the elegant and sophisticated identity of a French luxury brand across various customer touchpoints. Embossed finishing techniques highlight the elegance of the logo, while the use of premium textured papers and separately designed gift boxes elevate the unboxing experience into something truly special. The primary brand color—an elegant, weighty navy—symbolizes Liaison de LOREN’s commitment to sustainable beauty solutions and communicates both scientific credibility and refined French sensibility. Supporting colors such as silver, blue, and sky blue are featured on the lower part of the packaging to intuitively express the unique benefits of each product. To further express the brand’s French identity, we developed illustrations featuring iconic landmarks of France, including the Eiffel Tower and Arc de Triomphe. These delicately drawn visuals, full of graceful charm and careful detail, serve as a key brand asset—evoking France’s rich cultural heritage and offering customers a storytelling experience that feels like a meaningful gift. Created to celebrate the brand launch and generate excitement, Liaison de LOREN’s 3D motion graphics bring the brand’s values to life with elegance and impact. Flowing silk fabrics dynamically form the 3D symbol, visually expressing the brand’s core philosophy of continuous innovation and seamless connection in a poetic and immersive way.