As the brand expanded into a more diverse product lineup, we recognized that the illustrated hands icon — while meaningful — introduced limitations in scalability and versatility. A figurative mark of that nature requires significant real estate and visual context to read clearly, making it difficult to apply consistently across packaging formats, product sizes, and surface types. What works beautifully on one SKU can feel forced or illegible on another.

The move to a clean wordmark was a deliberate choice to let the brand travel further. A wordmark is inherently more adaptable — it holds its integrity whether it’s embossed on a compact, printed on a tube, or etched into glass. It removes the dependency on a single illustrative element and puts the equity directly into the name itself, which is ultimately the brand’s most portable asset.

For a beauty brand with ambitions across a wide product range, this kind of typographic flexibility isn’t just a design preference — it’s a business necessity. The wordmark creates a unified, sophisticated thread across every touchpoint without competing with product design or ingredient storytelling. It gets out of the way and lets the products lead, while still making the brand instantly recognizable.

In short: the hands told a story, but the wordmark gives the brand room to grow.