Glowcap – Packaging & Visual System

Project Overview

Glowcap, a sustainable skincare brand, needed a packaging and brand system that reflected their clean ingredients and ethical ethos. Their early packaging was generic and failed to differentiate in a saturated wellness market. More than aesthetics, they needed a visual system that told their story — and resonated with eco-conscious customers.

We were brought on to design everything: packaging, visual identity, typography, color system, and supporting brand assets.

Our Approach

Our creative process started with customer persona mapping — understanding the values and buying behavior of Glowcap’s target audience. Then, we developed a minimalist design language rooted in calm, confidence, and clarity. Packaging became an extension of the product promise — simple, intentional, and authentic.

Key principles:

1. Ingredient Transparency in Design:
   We highlighted active ingredients and benefits front-and-center, using clean label design and iconography.

2. Modular System Across SKUs:
   With multiple product types and sizes, we built a grid-based label system that adapted seamlessly to boxes, bottles, and tubes.

3. Sustainability Beyond Messaging:
   We recommended materials and finishes that aligned with their sustainability pledge — soy inks, recycled cartons, and compostable seals.

4. Visual Storytelling on Shelf and Online:
   The identity extended to social assets, website visuals, and campaign content with a unified system.

Challenges & Solutions

• Low Shelf Recognition:
  We designed bold yet calming packaging with unique pastel gradients and embossed logos, standing out without shouting.

• Scaling Product Lines:
  We created a flexible packaging system where new SKUs could be added using color-coded patterns and variant labels.

• Lack of Visual Identity in DTC Space:
  We developed a full brand system — logo, font pairings, color guidelines, tone of voice, and icon library.