CLIENT –
Paradigm Skin
ROLE –
Creative Director & Designer
SERVICES –
Brand Identity Design
Logo Design
Packaging Design
Digital Design
MORE INFO –
Paradigm Skin is a skincare brand tailored to melanin-rich skin that provide handmade solutions that tackle specific skin concerns often overlooked in the beauty industry. The re-brand focuses on simplicity in information while delivering bold and grown to client's collection. Aesthetically presented with clear and concise labeling to ensure transparency to customers.
THE CHALLENGE –
Before its rebrand, Paradigm Skin was known as Goddess Beauty Skincare. The brand’s visual identity, created by the founder, leaned into a DIY aesthetic. While it helped the brand stand apart early on, it lacked the refinement needed to scale into brick-and-mortar spaces. The muted, earth-toned palette often clashed with the transparent product packaging and looked inconsistent against the darker primary containers—diluting the brand’s impact on shelf. The rebrand focused on creating an identity that was bold, bright, fun, and confident—while remaining effective, relatable, and accessible.
THE APPROACH –
The goal was to transform the brand into something bold, bright, and memorable without losing its approachability. I set out to design a visual identity that was not only modern and confident but also fun, relatable, and accessible—striking the balance between effectiveness and personality.
THE RESULT –
The rebrand established a cohesive and energetic visual system that elevates Paradigm Skin, positioning it to stand out both online and in retail environments while authentically reflecting its founder’s vision.
