Clean Formula. Clean Meaning.

A brief story of how basic skincare found its coordinate system in a world overloaded with beauty products.

Branding for a Korean basic skincare line

the starting point was routine itself: a product about habit. About everyday use. About something that should be clear, functional, and unobtrusive — like a good background.

When we began working on this project,

Here, not only packaging matters but also the texts: ingredient lists are read like instructions. Products are literally decoded through their components. All of this signals reliability, transparency, and repeatability.

We started with a semiotic analysis and realized that the skincare market is a market of ingredients, bestsellers, and endless design. Cosmetics work when they are recommended. They sell when they look familiar. And only then — when they actually deliver results.

of a code emerged. Each product is like a line in a system, a variable within a skincare routine. We speak to the consumer in the language of days and functions. The name Kleenkode became a natural continuation of this idea — the clean code of skincare.

This is how the idea

We started with a semiotic analysis and realized that the skincare market is a market of ingredients, bestsellers, and endless design. Cosmetics work when they are recommended. They sell when they look familiar. And only then — when they actually deliver results.

Here, not only packaging matters but also the texts: ingredient lists are read like instructions. Products are literally decoded through their components. All of this signals reliability, transparency, and repeatability.

of a code emerged. Each product is like a line in a system, a variable within a skincare routine. We speak to the consumer in the language of days and functions. The name Kleenkode became a natural continuation of this idea — the clean code of skincare.

This is how the idea

working on this project, the starting point was routine itself: a product about habit. About everyday use. About something that should be clear, functional, and unobtrusive — like a good background.

When we began

Each product becomes an element of a visual formula. Everything is readable at first glance: not a single decorative detail — only navigation and functional color.

The typography is strict, similar to interface systems. The identity balances between clinical clarity and visual aesthetics: minimalism, but not boring. A brand that feels embedded in everyday routine and works quietly, without unnecessary noise.

• Semiotic analysis of the category and packaging
• Consumer insight extraction based on skincare codes
• Naming
• Brand concept development
• Identity and design guidelines

What We Did:

Results:

• A clear and understandable basic skincare brand
• The concept of “clean code” — both as ingredient transparency and as a metaphor for routine
• A flexible and recognizable visual system

concept is built around a sense of laboratory discipline: a white background, pixel-like precision, and visual order.

The visual