Botanical skincare line F. Miller was developed to embody the essentialism that its creator, Fran Miller, found to be lacking in the market when she debuted her signature Face Oil in 2014. Four years in, she approached us to embark on a long-term partnership to develop and evolve a new brand identity that conveyed the values behind her formulations. We translated Fran’s emphasis on simplicity and versatility through a pared-back design language to recentre the F. Miller brand around typographic clarity, consistency and modularity.

Alongside a new e-commerce platform based on a linear grid system, we applied this refreshed focus to product packaging based on rectangular glass bottles. Consistency of form visually unites each product and nods to the suitability of each for pairing and layering. Repetition of the rectangle on the packaging, highlighted in a subtle UV over gloss treatment, plays on contrasts between the oil product, glossy bottles and 500gsm matte paper box.

Respect for nature informs all aspects of the system, whose inbuilt flexibility has manifested in diverse iterations over the years. Environmental responsibility underpinned the choice of product and packaging materials, while a tonal pairing of deep khaki and milky green foregrounds the collection’s organic origins. The distinctive yet flexible identity imbued the F. Miller brand with a resonance that allows it to remain a leader in its niche over five years on, as attested to by the ever-increasing global reach of the brand’s stockists.