Lion Pose creates clinical skincare that’s tested on and developed for people with darker skin tones. But when founders Madhu and Nisha came to us with a logo, a package, two foundational colors, and their uncompromising idea, they were in dire need of a reset. So we set out to match their creative with the vibrancy and energy of their story.

We balanced science and self-expression with precise details and bold elements. First, we polished their logo with the nuance that only a type nerd would appreciate. Next, we developed a loud, proud, but sophisticated color system, full of bold, rich colors inspired by both founders’ Indian backgrounds. The colors highlight the rich skin that’s center to the brand, and they stand apart in the sterile clinical space——as poppy backdrops, geometric stickers that illustrate the benefits of Lion Pose’s formulas, and in all collateral. The typography got an upgrade, too. We added a hyper condensed hero font for uncompromising statements and a super geometric supporting font and textured caption font to ground the system and add a sense of authority.

Finally, we created a dense photography direction focused on redefining the clinical skincare space. Ridged backdrops and sculptural beakers create a futuristic lab setting while luxe materials and our bright colors defiantly exude joy.

The result? A vibrant, rich, textural, and high-value skincare newcomer ready for their national debut at Sephora and worthy of their brand ambassador Mindy Kaling’s full support.