Branding

Visual Identity re-brand for a Skincare company

Role: Brand Strategist & Brand Designer

Tools: Canva & AI productivity tools

Goal: Reposition Eternoa, an Italian skincare brand, to succeed in the US omni-channel market by clarifying its brand identity and elevating its perceived value.

Set of three white skincare bottles on white surface against blue background, labeled 'Eternoa SKINCARE'.

About the brand

Eternoa is an Italian skincare brand designed for women aged 40 - 65 seeking effortless solutions for youthful-looking skin. The brand’s hero under-eye microneedle patches anchor a growing range of modern skincare essentials.

Key problems

Outdated Branding – Dated and overly text-heavy visuals
Inconsistent Identity – No cohesive voice or tone
Not US Market-Ready – Designed for Italian market not US

My goal

Reposition Eternoa as a cohesive, luxury-yet-relatable skincare brand for the modern woman, with a visual identity tailored for the US market and adaptable for digital and packaging use.

A person applying cream to their hand, adorned with multiple rings, with a darker skin tone.

the Creative process

Step #1: Evaluate the existing visual identity

The original marketing felt generic, reducing Eternoa’s perceived value and calling for a more premium, luxury aesthetic for the U.S. market.

Product page of Eternoa Skincare including MicroVital Patch packaging and patches, pink color, with product name and description in Italian.

Step #2: rebrand for future use

The re-brand focused on creating a clean, sophisticated and scalable identity for future products and global english-speaking markets.

Primary logo

Secondary logos

Blue background with white text that says 'Eternoa Skincare'.

Cream background with blue text that says 'Eternoa Skincare'.

Brown background with blue text that says 'Eternoa Skincare'.

Color palette

HEX: #F9F5F2
RGB: 249, 245, 242

HEX: #CFC6BF
RGB: 207, 198, 191

HEX: #76A1E0
RGB: 118, 161, 224

HEX: #4D4339
RGB: 77, 67, 57

Typeography

Typography chart showing font style labeled as 'TT Ramillas', including uppercase and lowercase alphabets and numbers.

Typography chart showing font style labeled as 'Inter', including uppercase and lowercase alphabets and numbers.

Imagery Moodboard

A close-up of two women, one older with white hair and the other younger with dark hair and freckles, smiling softly against a clear blue sky background.

Luxury skincare products displayed on a beige stone platform with a large rock in the background, featuring a dropper bottle, a tube, a small bottle, and a jar with gold accents.

Close-up of calm ocean water with gentle ripples and reflections

Old-fashioned brown rotary telephone with the receiver placed beside the main body on a white table. Two clear bottles of skincare products with white pump dispensers are also on the table, along with a beige lamp with a yellow shade partially visible in the upper left corner.

Two glass pipettes dispensing a clear serum onto a white surface.

A woman with red hair and freckles has a white cream applied to her cheek while relaxing with her eyes closed.

Voice & Tone

Warm – Empathetic, never urgent
Inclusive – Celebrates skin at every age and stage
Evidence-based – Transparent about ingredients

Inspired by popular US skincare brands, Summer Fridays and Tatcha, I redesigned Eternoa’s packaging into a minimal, luxury look by removing unnecessary elements.

Step #3: Mockups

Eteroa skincare under-eye patches in a light blue package and a clear plastic tray with two crescent-shaped eye patches.

Blue Eternoa Skincare Under-Eye Patch packaging with white text.

Blue Eternoa Skincare Under-Eye Patch package featuring a minimalist design with product details.

Challenges & iterations

Early design directions skewed either too clinical or too Gen-Z, missing the appeal for women aged 40–65. Through multiple iterations, the brand was refined into a balanced, premium aesthetic, while a flexible visual system was built to support future products beyond a single SKU.

Outcome

Delivered full branding assets for use across social media, print and digital platforms.