Identity

Cove

Client: Cove Skincare
Role: Identity, Packaging, Digital
Year: 2026
Category: Identity

Overview

Commodity skincare rebuilt as a clinical-grade system — one numbered format, forty SKUs, legible at thumbnail size.

Challenge

Cove sold good chemistry inside packaging that looked like everyone else's. Every SKU had been designed by a different freelancer, so six products read as six unrelated cheap brands.

Approach

Not a new logo — a system. A fixed panel format carries an index number, product type, one claim and the INCI list. Anything that didn't fit those four slots was cut.

Outcome

A numbered index that does the work of a symbol, scaling to forty products and still reading at 80px on a phone grid.

Cove deck page 2 — Contents and the one-paragraph brief — Contents and the one-paragraph brief

01 — The brand we inherited: before and after

Cove deck page 4 — 02 — Positioning — 02 — Positioning

Cove deck page 5 — 03 — Logotype and construction — 03 — Logotype and construction

Cove deck page 6 — 04 — Colour: three values, no gradients — 04 — Colour: three values, no gradients

Cove deck page 7 — 05 — Typography — 05 — Typography

Cove deck page 8 — 06 — The index system — 06 — The index system

Cove deck page 9 — 07 — Packaging — 07 — Packaging

Cove deck page 10 — 08 — Paid social — 08 — Paid social

Cove deck page 11 — 09 — Digital storefront — 09 — Digital storefront