Packaging and visual communication for a conscious skincare brand

BAKEL skincare

Campaigns, packaging and digital communication developed during my time as Lead Graphic Designer at BAKEL.

CLIENT

BAKEL

YEAR

2023

SECTOR

Beauty

ROLE

Lead Graphic Designer

SERVICES

Campagne, Packaging, Cataloghi, Infografiche, Foto, Video, Social, E-commerce

THE PROJECT

Making a clearly defined product philosophy easy to understand.

BAKEL’s skincare philosophy gives every ingredient a purpose. As Lead Graphic Designer, I developed materials that communicated the products and the brand’s character, from packaging and campaigns to catalogues and digital content.

01 · THE CHALLENGE

Explaining the product through clear, approachable communication.

The communication needed to help customers understand BAKEL’s products and ingredients, even when the information was technical. The challenge was to balance clear content with visual simplicity while retaining the brand’s pared-back identity.

02 · THE PROCESS

Organising information around the product.

Working from the marketing team’s briefs, I developed original visual approaches to make product and ingredient information easy to understand. I kept the brand’s pared-back identity, working on the relationship between imagery, copy and information hierarchy.

I handled concept development, graphic design and photo and video production, adapting the communication for packaging, promotional materials, retail spaces and exhibition stands.

03 · THE SOLUTION

BAKEL’s visual language, from packaging to the Beauty Conscious campaign

I developed packaging and promotional materials within the brand’s pared-back visual language. The Beauty Conscious campaign presents a view of beauty that embraces different ages, genders and skin tones.
For the Cosmofarma stand, I organised the graphics by product range, presenting the ingredients and benefits of each. The clean, spacious layouts made the information easy to read and fitted into the stand without overwhelming it.

04 · THE RESULT

An award-winning stand at Cosmofarma.

The Best Stand award at Cosmofarma Exhibition 2021 was the most significant recognition of my work at BAKEL. It recognised the stand’s clean lines, colour choices and clear, functional presentation of the products. For me, the award confirmed the effectiveness of the graphic design and its contribution to the stand as a whole.