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Elliott Moody
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Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world


Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world
Decade’s thoughtful identity for Soft Services gives each skincare product its own visual world

Soft Services create skincare products for specific body problems; considering themselves to be a collection of solutions more than a brand that simply makes ‘things.’ Embracing this ethos for their branding, New York-based agency Decade chose to represent each of Soft Services’ products with their own tailored visual world; resulting in a multi-faced identity that never runs out of ideas.

From the Buffing Bar’s embossed illustration to the Clearing Clay’s brutalist monogram, Decade’s work thrives in its unpredictability – yet manages to feel neat and cohesive through the consistent implementation of its supporting typography and colour palette.

“The type system is super flexible and minimal,” Decade explain, with the only rule being that the core brand has to use Bell and GT Eesti in their Regular weights. “Bell is old fashioned but almost generic at this point,” Decade tell us, adding that “it’s really beautiful but we feel like most designers don’t think of it that way.” Eesti, on the other hand, was chosen for its clean and contemporary construction, and is tracked widely to add a touch of fashion and luxury to the identity. “Working with fonts like this makes it easy to play and riff,” they explain, “the variables are pretty tight, and then size, layout and hierarchy can be really loose.

In contrast to the concise typographic options, Soft Services’ colour palette is designed to be variable, and therefore, add to the unique character of each product. From a core set of neutrals to pops of pastel and primary, the colour choices were often informed by the brand’s forward-thinking approach to sustainable materials. “Colour matching between packaging components can be really tricky (for example, trying to get the same Pantone shades on a bottle as its top),” Decade explain, “and can lead to wasteful practice.” To counter that, each piece of packaging has a different shade, and isn’t meant to 100% match; adding a further layer of individuality to Soft Services’ already vibrant collection of ‘mini-brands.’

Graphic Design

Decade

Typeface

Akzidenz Grotesk by Berthold Types
Bell MT by Monotype
GT Eesti by Grilli Type
Plaak by 205TF

Illustration

Ella Webb
Lulu Lin
Mariano Pascual
Pete Gamlen

Photography

Anemone Works

Packaging Production

Doris Dev

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