Soft Touch is an accessible yet professional brand which plays two fields – The professional skin care products alongside lively make up products.

As the brand imbodies both professional and fun values, our challenge was to find one language fit for both aspects. One that will bring out humor and expertise, warmth and boldness, accessibility and professionalism, all at the same time.

We created a typographic structure made of the brand name letters. We turned this typographic fingerprint into a distinctive pattern that provides both order and freedom.

For a bold and elegant look, the makeup lines of products are in black and white patterns. For a soft & professional look, the skincare lines of products are in several different spa-like pastel colors.

The result is a clean identity pulling the whole range together, making it simple yet elegant and visible from a shelf view.