Effervescence wanted a new visual identity to match their growing brand.
Effervescence presented an exciting challenge. Break the mold from the trendy skincare imagery flooding the market and produce something clean, approachable, and honest. I sat down with owner Rose to first discuss her feelings about the skincare industry and how it reflects her mission. Effervescence is committed to affordable, quality, and natural skincare for all skin types. Rose is big on the outdoors and wanted her love for nature to reflect throughout the brand identity. From our conversations, I developed two visual brand directions to choose from.
Rose wanted to incorporate multiple elements of nature into her brand. While Effervescence believes in keeping ingredients natural, we wanted to push back against the squeaky-clean imagery seen throughout the industry. Effervescence is affordable, portable, and good to the planet. With that in mind, we worked to create a visual identity that could be taken out on the trail as well as up to a penthouse.
Designer Zoe Oleshansky and I worked together to develop Effervescence’s logo and brand standards. The combination of ES (Effervescence Skincare) creates an “out-and-back” trail effect. The modified serif font elevates the feel, allowing it to speak to multiple audiences.
