AUREL — The quiet confidence of skincare
Project type: Brand Identity & Product Visual Direction · Concept Project
Concept disclosure: AUREL is a fictional brand created as a self-initiated portfolio concept. It is not commissioned client work.
AUREL explores a restrained identity for a contemporary skincare label. The direction is intentionally calm and minimal, using considered typography, generous negative space and understated product styling to create a sense of clarity and quiet confidence.
Creative direction
- Identity: a clean wordmark-led approach with a refined typographic voice.
- Palette: soft neutrals designed to keep attention on the product.
- Art direction: minimal product presentation with a premium editorial feel.
- Application: a visual starting point for packaging, product imagery and digital communication.
Concept visual
Scope explored
- Brand wordmark and identity direction
- Typography and color exploration
- Skincare product visual direction
- Packaging and campaign application concept