Steph Lord

Sukin is a well-known Australian natural skincare brand and has been a leader in affordable, vegan, and sustainable skincare since 2007. Sukin products are widely sold in Australian pharmacies, as well as in supermarkets like Coles and Woolworths. 

Problem

While their products resonate with loyal customers, their visual identity, including the logo, had remained unchanged, struggling to connect with a younger, modern audience. The brand sought to attract women drawn to stylish, high-end brands like Aesop and Grown Alchemist, while retaining its loyal customer base.

Solution

To refresh Sukin’s identity, I retained core elements like the green and white palette to honour the brand’s heritage. I introduced a more modern, intimate, and minimalist art direction to appeal to younger audiences while celebrating the intimate relationship between skin and nature. The rebranding outcome is a more refined, approachable identity that bridges Sukin’s legacy with a fresh, emotional connection, making the brand functional, aspirational and aesthetically attractive for a new generation.