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Catching up to a 1.3M+ global community with a data-driven branding strategy and a compelling new visual identity.
Skin Cupid had grown into the UK's go-to destination for Asian beauty, with 1.3M+ followers and a loyal customer base. But the original stamp-style monogram was starting to feel out of step with their plans for retail expansion, US growth, and a flagship store.
The brand identity needed to catch up.
Build a solid foundation while keeping pace with skyrocketing demand. Define the brand's future direction. Create a visual identity that matched their ambition, all while juggling a new website launch, US expansion, and plans for a flagship store. And don't lose what made Skin Cupid loved by its existing community.
To find out who Skin Cupid really was and what resonates with such a large audience, we went straight to the people who knew best: their customers.
Quantitative data on what drew customers to Skin Cupid and what they wanted next. We looked at purchase behaviour, brand perception, and the language people used to describe their experience, building a clear picture of what the community valued most and where expectations were outpacing the brand.
Surfacing emotional drivers and the language customers used to describe the brand. Smaller group sessions let us go deeper, uncovering the warmth and sense of discovery that kept people coming back, and stress-testing early creative directions to see which ones genuinely resonated before committing to a route.
Mapping the wider Asian beauty landscape to find where Skin Cupid could legitimately stand apart. Almost every competitor leaned into a clean, clinical aesthetic. The audit confirmed there was clear space for warmth, character, and a distinctive visual personality that reflected the community's energy rather than the category's conventions.
The brief pointed toward a cupid character who could carry the brand's warmth at scale. Several directions were explored, from the purely typographic to the fully illustrated, before landing on the direction that captured everything Skin Cupid needed to be.
A new identity rolling out across logo, packaging, web, and physical retail. The hand-drawn cupid character, bold starry night palette, and confident typographic system gave the brand what it was building towards: a visual identity that could own a shelf, a storefront, and a global audience.
