As a diverse brand, Kiehl's didn't have a distinctive voice. Promotional materials were in consistent; the company needed a visual language that could express the values of natural ingredients and scientific formulas.
I began with researching the company fully trying to understand definitively what Kiehl’s was about. After I identified the values of natural and scientific, I formed a concept around the idea of synthetic nature.
The result was a consistent visual language that accurately represented the company and expressed the key attributes that Kiehl’s strives to achieve, developing scientifically tested formulas using the richness of natural resources.