Velune | The identity of a skincare brand

Velune, a contemporary skincare brand, needed an identity blending cosmetic science, sensoriality and minimalist elegance. The positioning: an accessible premium brand, neither clinical nor ostentatiously luxurious.

The challenge: create a coherent visual system that works equally well on a 50 ml bottle and an Instagram feed, in a sector where every brand looks the same.

In-depth typographic research by our art director. The logo explores the balance between scientific rigour and sensory softness - geometric letters softened by subtle curves. Three typographic families tested before the final selection.

The palette is inspired by skin textures and natural ingredients: nude tones, rosy beige, off-white, with a discreet golden accent. Each colour is tested in real-world context - shop lighting, mobile screen, offset printing - to guarantee perceptual coherence.

The packaging is conceived as a precious object. Tactile materials, hot foil stamping, a studied opening mechanism. AI accelerated the visual direction exploration - 30 routes explored in 24 hours, filtered by our art director against the brand's criteria.

ZIA managed the project coordination from the very first brief, structuring expected deliverables and validation milestones with the Velune team.

Complete identity delivered: logo, packaging, guidelines, digital variations. A coherent universe from bottle to Instagram feed, from e-commerce site to physical retail.

The visual system is self-sufficient - it works without explanation, without captions, without a brand tutorial. Velune now has an identity that elevates the product to the status of an object of desire, exactly halfway between science and sensoriality.