Serenique is an upcoming beauty and nutraceutical brand built around marine collagen and the idea that beauty can be supported from within. Designed primarily for women in their 20s, 30s and 40s, the brand needed to feel trustworthy and empathetic without slipping into the usual clinical or overly feminine cues of the wellness category.
Marine collagen sits between beauty and wellness, which makes trust an important part of the purchase decision. Serenique needed to communicate the credibility of a nutraceutical while still feeling like a premium beauty brand.
The challenge was to create a visual identity that felt feminine without becoming predictable, premium without becoming inaccessible, and clean without becoming forgettable. The system also needed to work beyond the pack, giving the in-house team enough flexibility to communicate consistently across retail and marketing touchpoints.
We built Serenique around three simple ideas: trust, femininity and empathy. The logomark was designed to give the brand a distinctive and recognisable presence while keeping the overall identity refined and understated.
The packaging followed the same thinking. Clean layouts, considered typography and a restrained visual language gave the outer packaging a crisp, premium feel, while the label system was designed to make product information clear without taking away from the brand.
The result is a beauty and nutraceutical identity that feels premium, feminine and trustworthy, with a visual system designed to grow with Serenique as it moves from launch to a wider product portfolio.
