Among Equals designed this anti-minimalist skincare branding as a riposte to the sea of “clean, modern, scientific-aesthetics” currently dominating the sector. “Luxury skincare at large was all the same: trussed up in expensive packaging, with lots of words like ‘care’ and ‘calm’ and ‘ritual’,” says the studio.

Uncouth, which is founded by dermatologist Emma Horton, hopes to offer an alternative to all that by prescribing medical-grade skincare that’s delivered straight to people’s doors.

Competing in an extremely crowded market meant the branding had to stand out to land both investors and consumers, so Among Equals adopted a purposefully lo-fi aesthetic, shown in its hand-lettered logo and its Sharpie-style, tattoo-inspired illustrations.

Products are named after historic women, such as Anne Boleyn, with labels carrying straight-talking copy. As Among Equals puts it: “It’s the total opposite of the Skin+Mes and La Mers of the world – because Lord knows there are enough of them already.”

Credits:
Uncouth
Category: Brand Identity, Launch
Entrant: Among Equals
Design Studio: Among Equals
Creative Director: Emily Jeffrey-Barrett
Strategy Director: Oliver Burch
Creatives: Nick May, Rachel Su, Fee Walter