---
title: "OICE — packaging and a brand platform for a skincare brand"
client: "OICE"
publishedAt: "2026-06-24"
updatedAt: "2026-09-16"
canonical: "https://en.prostor-agency.com/cases/oice"
tags:
  - "branding"
  - "packaging"
summary: "A skincare brand with no product-based USPs to lean on: a brand platform, an identity and a packaging system where everything rests on a sense of lightness."
metrics:
  - label: "colours in the palette"
    value: "5"
  - label: "focus"
    value: "experience, not formula"
  - label: "Dprofile badge"
    value: "Recommended"
---

## The task

The brief read: develop a strategic and visual foundation for the brand that can attract a young audience **without relying on product-based USPs**.

Those last four words are the whole problem. A cosmetics brand is usually built on what is inside the jar — the percentage of the active, the patented complex, the clinical trial. Our position on that: it is a clear foundation and it is also a trap. Jars on the same shelf make similar promises, telling them apart by formula is hard, and the language of formulas does not work on every audience.

So the brand needed a different foundation. Not what is inside, but how it feels in the hand and in a life.

## The solution

We shifted the focus from the product to the user experience, translated the strategy into a cohesive identity and assembled a brand platform whose visual language carries a sense of lightness and flexibility.

The lightness is built literally. The logo is set in lowercase in a rounded sans — not a sharp form anywhere. The palette runs to five colours: milky #FDFAF3, blue #CDDDF5, green #85C066 and pink #FCDEF2, all muted — plus one saturated orange, #FE673E, which carries all of the brand's brightness. On the cleansing oil it is also the colour of the logo and of the sphere cap. A halftone dot texture adds air where a solid block would usually go. The typeface is TT Norms Pro, neutral and unobtrusive: the character is carried by colour and form, not by the letterforms.

The key move in the packaging is the sphere cap. It reads as a drop and as a toy at once, and it is what makes the bottle recognisable in a frame: shot from any angle, it stays itself.

## What we did

**Brand platform.** The strategic foundation the identity and the packaging are derived from: what lets a range grow without the style drifting.

**Identity.** Logo, a five-colour palette with fixed codes, the TT Norms Pro weights (Bold for H1, Regular for H2), and the halftone texture as a signature device.

**Packaging system.** Bottle with a sphere cap, carton, stickers. Colour is free in the system: the same product is assembled in different colourways — bottle, cap and logo all change — while form and texture carry the recognition.

**Dielines.** Carton nets drawn out before print, with the placement of copy, ingredients, barcode and directions for use.

**Small things.** A "you're great" sticker on the bottle — the shift from formula to person, done in one line.

**3D visualisation.** The products rendered in the round before the print run, so the packaging can go into a feed and be tested for perception before anything is printed.

## The result

The brand now has a foundation that does not depend on what is in the jar: an identity and a platform that work on feeling and need no proof expressed in percentages.

The packaging system is built for two shop windows at once — the shelf and the feed — and stays recognisable in both. New products can enter the range by the platform's rules rather than through a design invented from scratch.

In September 2026 the entry "From strategy to packaging: a cosmetics brand from scratch" won bronze at the G8 Creative Awards in the "Packaging by the rules" nomination (Branding section; ceremony on 11 September at Khlebozavod, Moscow).

The full breakdown is published on Dprofile and Behance — links below.