A lowercase wordmark with one distinguishing mark

The name is set in lowercase Sora with a single accent over the “u” the one detail that makes the mark ownable and gives it a fixed reference point at any size. It works reversed out of dark green, printed in black on bone, embossed tonally into cardboard, and pressed into sand, because the identity never depends on colour to be read.

A palette drawn from the plant, not the label

Three core colours deep forest green (304237), warm bone (D1D4C7), and pale sage (E3D3BF) replace the category’s clinical whites and highlighter greens. The green is dark enough to feel considered rather than “natural-brand loud,” and the two neutrals keep the system warm instead of sterile.

One typeface, used at two registers

Sora runs across the whole brand. Large and tight for the wordmark and campaign headlines; small, letter-spaced, and stacked in short vertical blocks clean / effective / conscious, people / skin / planet for product and campaign detail. The stacked-caps treatment becomes a recognisable brand signature on its own.

A packaging grammar that scales across every format

Every format gel cleanser tube, moisturiser jar, serum dropper, kraft carton, tin lid uses the same layout: wordmark, product name, three-word benefit line, key ingredients, volume. Tubes and cartons alternate the palette so the range reads as a set without any two products looking identical.

Values written onto the pack

The brand’s positioning lives in the packaging copy itself skincare for a brighter you, more than skincare, a brighter tomorrow in small rituals, plus a plain-language “what’s inside / how to use” panel on the carton. The carton unfolds into a full brand statement; no separate brochure required.