Darl’ is an Australian skin-care brand all about love for your health, yourself and your skin. Science-backed and environmentally bottled, the three-step skincare process contains products designed to balance, nourish and protect your face.

Services

  • Brand Identity
  • Brand System
  • Custom Typeface
  • Graphic Design
  • Logo
  • Motion
  • Packaging

Credits

Photography: Courtesy of DARL’, Jess Brohier and Hillary Walker
Typography: Favorit (Dinamo)

BRIEF

Create an identity that positions the brand as a challenger in the skincare market, injecting vibrancy into a space that is often clinical and science-focused. The identity needs to convey Darl’s confident, honest, and ‘makes you smile’ personality, encouraging the audience to fall in love with their own skin and the products that enhance its innate biological functions. It should feel open, inclusive, and intimate, catering to people of diverse ages, genders, and ethnicities. Sophisticated yet accessible, Darl’ is a premium, high-quality product that isn’t cost prohibitive. Environmentally conscious, Darl’ aims to reduce impact through reusable glass packaging and refillable, waterless products.

RESPONSE

The team at Darl’ had spent considerable time establishing a distinctive purpose, personality, tone of voice for the brand, and this formed the basis of our creative exploration. We drew particular inspiration from Darl’s unique ethos around skin ‘love’, and wanted to convey this through the fundamental core of the identity. This led to the creation of a custom logo centred around a heart, formed by the subtle mirrored symmetry of the ‘A’ and ‘R’. Bubbly, bold and confident, its rounded, cushiony form can also be used to hold, hug and carry content.

The identity is unique, a bit cheeky, and radiates warmth and inclusivity through the core brand colour — a vibrant, sunny yellow. We created a complementary palette of bright colours to support the core yellow, reminiscent of the Australian landscape, and ensuring flexibility for the Darl’ range to expand and evolve.

We chose to contrast the mark with the use of geometric sans-serif typeface Favorit, by ABC Dinamo, to establish a refined typographic system that would clearly communicate in application, particularly across packaging.

OUTCOME

The quirks and boldness of the Darl’ brand complement the conversational and distinctly Australian tone of the brand. Darl’ is passionate, sophisticated, and above-all, fun.