Care, a new direct-to-consumer skincare brand, shows the simplicity of its new packaging design, created by New York branding and digital agency Avec.

Care launched with five skincare products: a cleanser and toner, two moisturizers, a night serum, a lip and eye cream, as well as a sunscreen that will launch soon. Avec worked closely with the Care team to strategically design every aspect of the brand identity.

The designs created for the Care range reflect the brand attributes: the products are honest, straightforward and effective. The stripped-back, modern designs reflect the simplicity of the daily routine the range is designed for as well as the advanced approach to the product formulations.

“Our challenge was to cut through the noise in a crowded market and really make an impact with a superb new range that offers complex formulas with a simple routine," says Camillia BenBassat, founder and creative director of Avec.

All of the background information about the products is on the website and in a brochure that is sent with purchase, so there was no need to clutter the packaging. As well as the designs, Avec developed a visual brand language for Care, to be used across all touchpoints from the website and social media to the packaging.

Every product purchased from the website is supplied with a sample of two additional Care products, together with a customer brochure containing details about the full range and the brand story.