HALE
A prestige skincare brand built from zero. One barrier serum, a warm-clinical identity, product CGI, beauty editorial, packaging and a campaign on one line. Skin that holds the light.
HALE is a prestige skincare brand built from one insight: most beauty marketing promises transformation, but the truth people actually want is maintenance, skin that quietly stays well. So HALE sells a barrier, not a miracle. The Serum, ceramides and squalane in warm amber glass, and a brand that treats the daily routine as a small ceremony.
The identity runs on warm restraint: a wide Fraunces wordmark, a bone-and-umber palette with a single honey accent, debossed type on frosted glass. The campaign is shot the way good skin actually reads, bare faces in warm raking light, the product as proof rather than spectacle.
One line holds all of it. Skin that holds the light. Concept, identity, product design, packaging, key visuals, magazine, out-of-home, a social system and the launch page.
Identity
The product
HALE is one hero done completely: The Serum, a barrier treatment of ceramides and squalane in frosted amber glass. The range extends to a cream and a cleanser in the same quiet language: warm glass, debossed type, nothing shouting.
Skin, in the right light
The campaign is shot like skincare should feel: bare skin, warm raking light, calm faces. The product is the proof, not the hero. The hero is the feeling of skin you forget you're in.
Campaign
One line, every surface
Skin that holds the light. The line carries the whole brand, from a department-store lightbox to a magazine spread to the feed. Concept, identity, product, packaging, key visuals, out-of-home, social and the launch page.
Key visuals
Print + out of home
Social + launch
