Luxury skincare / Brand from scratch
A complete brand world for Selene. Built from the sky down.
Selene is a modern skincare brand built around natural ingredients and elevated rituals. Named for the Greek goddess of the moon, the brand entered a crowded market dominated by clinical minimalism and tired cannabis aesthetics. It needed to stand apart from both.
We built Selene from the ground up. Naming, brand strategy, identity, packaging, illustration, art direction, and website design. Every touchpoint designed to feel luxurious without becoming sterile. Expressive without losing restraint.
Brand Strategy / Naming / Visual Identity / Art Direction / Packaging Design / Illustration System / Website Design / Marketing Materials
Brand Strategy & Naming
The name came first. Selene, the Greek goddess of the moon, gave the brand both a mythology to draw from and a sound that rhymed naturally with serene. From there, everything followed the lunar concept downward, from the naming through the visual system, the packaging, and the product experience.
The Challenge
The skincare shelf is unforgiving. Clinical minimalism on one side, tired cannabis aesthetics on the other. Selene needed to exist in neither category. Premium without becoming sterile. Expressive without losing restraint. A brand that earns its place in a bathroom cabinet rather than being forgotten in a drawer.
Packaging Design: Luxury Through Restraint
The packaging was a deliberate departure from what dominated the CBD and wellness shelf. Brown medicinal bottles, generic cannabis motifs, clinical minimalism. We built something that looked like a beauty brand instead. Silver foil on the tuck boxes and labels. A mark that holds up at shelf scale.
Website Design
The website needed to feel like opening the product for the first time. Calm, minimal, quietly luxurious. We designed a site that balances e-commerce functionality with editorial storytelling, giving equal weight to how the products look and what they actually do. Atmospheric photography, ingredient education, and clear purchasing pathways. A digital experience that earns the sale before the customer reaches checkout.
Ingredient Illustration Library
Customers trust what they recognize. We built a custom illustration library of the natural ingredients used across the Selene product line, each one illustrated and paired with a short description of what it does and why it's there. Used across the website, packaging inserts, and marketing materials, the system made the formulations feel transparent and considered rather than clinical or opaque.
Art Direction & Photography
The art direction extended the lunar concept across every touchpoint. Photography, illustration, digital, social. Each one grounded in the same visual language: cool, considered, and distinctly Selene.
Supporting Brand & Marketing Materials
The brand didn't stop at the bottle. Sell sheets, takeaway cards, formulation descriptions, sample vial packaging, iridescent illustrated stickers tucked into shipments, branded inserts. Each one designed to the same standard as the primary packaging. The unboxing should feel as considered as the product inside it.
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