True to the philosophy of minimalism embedded in its name, LESSE approaches organic skincare as a simplified ritual built on uncompromising, meticulously formulated essentials. In 2018, as founder Neada Deters built her brand around the effective yet gentle natural ingredients that she couldn’t find represented in the products she was seeking, she came to us to translate her vision by portraying its organic foundations from a new perspective.

Grounded in an appreciation for tactility, the brand identity we developed is informed by the visual language of ‘90s minimalism, from its restrained approach to the fine grained texture of its imagery to a distinctive colour palette led by the LESSE blue, a crisp shade recalling both water and sky to emphasise the collection’s natural origins. A custom wordmark, solid and organically formed, was balanced by Univers, selected as the brand typeface for its robust and functional feel.

A distinctive packaging system was developed from fully recyclable materials to feature a wraparound logo, allowing for LESSE to be spelled out across products when displayed in-store or presented on the brand’s own channels, enabling heightened brand recognition. A horizontal line running through the packaging, parts of the website and on printer collateral unites and distinguishes LESSE’s identity across diverse applications through the symbol of subtraction.