This project focused on developing the visual identity and digital presence for Myth - a conceptual skincare brand positioned in direct opposition to the traditional beauty industry. The goal was not to create another "clean" or aspirational brand, but to question the language, aesthetics, and promises that dominate skincare marketing today.

The project began with a clear strategy: rejecting anti-aging narratives, exaggerated claims, and visual perfection in favour of honesty, simplicity, and restraint. The main challenge was translating this critical take into a visual system that felt calm and confident rather than aggressive or ironic. Instead - one that communicated clarity without relying on shock or exaggeration.

I explored a more ethereal visual language that subtly referenced idea of mythology while staying grounded in modern digital design. Typography, layout and photography direction played a central role, with large-scale type, restrained color use, and minimal compositions shaping the brand's tone across different touchpoints.

I guided the project through several design phases, including:

• defining the brand's positioning, tone of voice, and core messaging,
• exploring visual directions through typography, color, layout systems, and imagery,
• developing a cohesive digital language across website and social assets,
• creating product mockups and copy that reinforced the brand's honest approach.

About the brand
Myth is a fictional skincare brand built on transparency and evidence rather than aspiration. It speaks to an audience seeking clarity in an industry driven by promises and perfection. The brand values restraint, scientific credibility, and direct communication, emphasizing that skincare can support the skin, but won't fix life or stop time.