Studio Lotta Nieminen designed a brand identity for Erly, a personalized skincare brand. The project focused on the concept of “mixing and tailoring,” which informed the visual direction from the outset. The logo, crafted using the Herbus typeface, reflects this theme with its soft, circular letterforms that mimic the blending of moisturizer. The logo is prominently displayed on the product packaging, wrapping around the boxes in various sizes and color combinations to enhance the brand's playful yet sophisticated personality. Color played a significant role in the design. The muted tones of the packaging are contrasted with vibrant neon hues, creating a dynamic visual appeal. For instance, the earthy rust color balances with a brighter pink on the serum cap. This careful color pairing, along with a confident logo, gives the packaging a sense of both playfulness and sophistication. The typographic approach is understated yet adaptable, ensuring a cohesive feel across digital platforms. The website features the logo in a large scale, with an engaging color-changing effect on mouseover and relies heavily on photography and typography to convey the brand's essence without overwhelming users. Lotta Nieminen aims for the identity to appeal to a wide audience, from young to old, striking a balance between playfulness and refinement. The design is intended to be both visually distinct and flexible enough to accommodate future product expansions. The overall goal is to create a brand that consumers would be proud to display, enhancing their daily skincare rituals.