A Disruptive Branding Journey for a Luxury Skincare Line

Collaboration with La Visual, Inc.

Note: While the final identity was never implemented by the client, this work represents a full engagement and the strategic direction approved during development.

Strategy & Concept

Le Soleil, a conceptual brand for a high-end skincare line, was envisioned as more than just a product — it was a creative challenge to disrupt a saturated beauty market. The goal was to craft a brand identity as unexpected and compelling as the formulations themselves: bold, minimal, and future-facing.

Our strategy embraced the themes of refinement, ambition, and disruption. The visual direction leaned into ultra-minimalism — featuring sparkling, clean design, a sharply curated color palette, and restrained, purposeful copy. The conceptual foundation emerged from Icarus, a mythological figure reimagined with Art Deco elegance to symbolize bold movement, risk, and ascension.

Execution

The Icarus-inspired logo became the centerpiece — an androgynous face in flight that captured the brand’s spirit of daring innovation. This pictorial mark signaled elegance in motion, positioning Le Soleil as a brand that elevates skincare beyond surface-level beauty.

Fashion-inspired typography added a layer of couture sophistication, while the color palette — intentionally distinctive — ensured standout shelf presence and memorability. The identity system was designed to break category conventions, merging modern minimalism with emotional richness.

The result is a luxury skincare brand built on the concept of elevated disruption — fusing ambition with restraint, and confidence with clarity. Le Soleil communicates its bold mission with elegance, inviting modern consumers to experience skincare as a form of purposeful transformation.