Animist

A skincare identity built from seven letters and ten steps.

Animist2017

Animist campaign: a black-and-white close-up of a face crossed by the letters of the name and the number 3

The briefAnimist

A more direct approach to skincare, rooted in the steps of Korean skincare.

Story→ Ten steps

Identity→ Letters and numbers

Packaging→ Tubes and jars

Launch→ Campaign and social

From the Animist identity guide, October 2017. We are Animist. We are one.

I built the identity for Animist, a skincare brand that takes its cue from the cleansing steps of Korean skincare and wanted a more direct approach: a simple formula of pure ingredients, cruelty free, gluten free and naturally derived. The identity guide, dated October 2017, sets out a spaced wordmark, a brush signature and the marquee, a grid of the letters of ANIMIST with a number for each step, set in Gotham, mostly in black and white with Pantone 2716 U periwinkle. The same system then carries onto the packaging, the social icons and the launch faces.

ClientAnimist

Year2017

ScopeIdentity, brand guide, stationery, social media, packaging, campaign

TypeGotham Book, Gotham Light, Adobe Garamond Pro

ColorPantone 2716 U, Pantone Cool Gray 4 U, Pantone Neutral Black, white, rose gold

Part IStory

Ten steps

In which skincare gets simpler.

Animist takes its name from animism, from the Latin anima: breath, spirit, life. The brand story takes its cue from the cleansing steps of Korean skincare, ten of them, from cleansing oil to SPF. The voice is clear and uncomplicated, informed and considered.

Identity guide index on periwinkle: We are Animist. We are one. — The identity guide, October 2017

The art of life is complicated enough. The art of taking care of your skin doesn’t have to be.

The Animist mission

Ten white skincare icons on gray, numbered 1 to 10, from cleansing oil to SPF — Ten steps of Korean skincare

Part IIIdentity

Letters and numbers

In which the name becomes a grid.

A wide, spaced wordmark, always given equal space on every side, and a brush signature beside it. Then the marquee: a grid of the letters of ANIMIST with a number dropped in for each step, the brand’s nod to step by step Korean skincare. Gotham Book and Gotham Light, all caps, with Adobe Garamond Pro for longer copy. Mostly black and white, with a palette of Pantone 2716 U periwinkle, Cool Gray 4 U, Neutral Black, white and rose gold.

The logo

The Animist signature, a brush script, in black on white and in white on gray — The signature

The marquee: the letters of Animist on a grid with the number 1, and eight variations numbered 2 to 9 on gray — The marquee

The letters of Animist cut up and collaged in black on white — Logo collage

Identity guide color palette: cream, Pantone 2716 U, Pantone Cool Gray 4 U, Pantone Neutral Black, white and rose gold — Color

Identity guide typefaces: Gotham Book, Gotham Light and Adobe Garamond Pro — Typefaces

Social media icons, from the identity guide4 images, swipe →

Letterhead

Identity guide page: two business cards, the letters of Animist stepped down a cream card and a periwinkle back with the founder’s name — Business cards

Part IIIPackaging

Tubes and jars

In which the stack goes on the pack.

White tubes and jars that fade into periwinkle, each one carrying the stacked mark and its number.

Animist tubes and jars in white and periwinkle on black — The range

Animist jars in gray and white with the stacked mark — Jars

Animist boxes in white with the stacked mark — Boxes

Part IVLaunch

Campaign and social

In which the letters cross the face.

Faces in black and white or periwinkle, with the letters of the marquee moving across the skin and a step number on each. Then the same system on the site.

Campaign: a face in periwinkle crossed by the letters of Animist and the number 1

Campaign: a black-and-white close-up crossed by the letters of Animist and the number 3

The faces

The site, in motion.

Next project2022

Function of BeautyView →