A tactile personal-care label with an unapologetically playful voiceThis project was built for Fur across fashion & beauty with a focus on packaging, campaigns, retail display.Fur's products were intimate and effective, but the brand language was too polite to stand out in personal care. The challenge was to be memorable and sensorial without losing trust.
Brand System
A fuzzy-edged wordmark and tactile crop system make softness feel graphic rather than decorative. Saturated accents break through a clean base, giving each product its own personality within the range.
Typography
A rounded display face gives the brand its mischievous voice, paired with a highly legible sans for directions, ingredients, and product claims.
