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nkdskn: Self-Tanning

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About nkdskn

NkdSkn offers organic tanning products for both body and face. Their goal is to make tanning an enjoyable and simple experience at an affordable price.

Why redesign the packaging and refresh the brand?

NkdSkn strives to appeal to a sophisticated and health-conscious beauty market. The company sees itself as a leader in the natural self-tanning industry and supports that view by offering a far healthier option for achieving the desirable smooth-finished, bronze tan; yet that paradigm is not reflected through its logo, packaging, and materials. The existing ultra condensed logotype might have worked in the past; however, as the industry changed, Nkdskn failed to change with it. It goes to great lengths to offer the largest collection of self-tanning products, but the typography is weak and lacks hierarchy—this makes it difficult, for example, to differentiate between all of the various customized tanning effects that are offered. While the brand takes pride in using the highest quality natural ingredients, the graphics suggest otherwise. Ultimately, the Achilles’ heel of the brand is found in its general lack of innovation and artistry. Interestingly, there are currently no well-known leaders in the socially responsible, sustainable, and environmentally friendly sun-less tanning category. This is the perfect opportunity to set Nkdskn apart from their competitors.

Through my research, recent trends show a spike in demand within cosmetics for male demographics. This increasing popularity in masculine skincare, that “make-up and lotions are ‘okay’ for men, too!” makes an obvious indication for NkdSkn to shift the paradigm through a redesign of their logo, packaging, and materials.

My design direction for NkdSkn aims for gender neutrality—appealing to another side of the market that embraces inclusivity. Major key changes also include eliminating their plastic single-use products. Each base is constructed with refillable food-grade silicone that is made with sand—similar to glass but incredibly durable. The new logotype is both bold and elegant, simultaneously representing masculine and feminine characteristics. Built upon classical proportions to capitalize on reading familiarity, this logotype pushes the logic of text weights out of its norm by removing the bottom didone serifs, resulting in an unforgettable mark.

To view my entire process scroll through to the bottom of this page and click through each page of my book.

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Additional Work
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Select an image below to view project.