The Brand Identity

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Jacob Lindblad’s identity for Guéri Skin Science is equal parts pragmatic and cosmopolitan

Already looking to expand their dermatological and cosmetic range, Danish skincare brand Guéri Skin Science is off to a flying start; having launched a series of high-end anti-bacterial gels alongside their existing product line. With its name coming from the French word for ‘healed,’ Guéri lives up to expectations with its unique, unmatched skincare solution to those having undergone eyelid surgery. In need of an identity that carries the same fortitude of the brand’s products, Guéri turned to Berlin-based designer Jacob Lindblad in partnership with fellow Berliner, copywriter and brand consultant Peter Strandby; resulting in a stark but characterful identity that perfectly matches Guéri’s tone and offerings – feeling equal parts cosmopolitan and pragmatic.  

Typographically reminiscent of mid-century beauty products, Guéri exudes a wonderful mixture of nostalgic charm and contemporary typographic prowess; culminating in a design that feels tonally quiet but impactful in its minutiae. “When choosing our direction, we created moodboards that showcased the aesthetics of 1950s skincare,” Lindblad recalls, referencing the likes of Kiehl’s, Vaseline and L’Oreal. “Although wildly different from one another, what struck me was that these designers were letting their logos play the main roles,” Lindblad adds, “both in compositions and contrast, but also in visual complexity,” showing an astute understanding that is ever-present at the core of Guéri’s brand.

The chosen typefaces in question are the powerful combination of Wulkan Display and Basier Circle, a charmingly austere pairing that matches the monochrome, semi-clinical aesthetic of the packaging. “Very early in the process, we decided that we wanted a logotype that stood out from the forest of no-logo logos you see in a lot of skincare right now,” Lindblad tells us, finding no finer a typeface to counter this than Wulkan Display. “Wulkan Display has an incredibly balanced and musical body,” he adds, “and it very quickly became the most interesting direction for us,” finding its complementary pairing in the neo-grotesque calmness of Basier Circle.

Typefaces: Wulkan Display by The Designers Foundry / Basier Circle by atipo foundry
Copywriting and positioning: Peter Strandby
Photography: Mads Armgaard

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