KEM BEAUTY — BRAND & IDENTITY
ART DIRECTION · DIGITAL · PRODUCT

Redefining accessible beauty

KEM Beauty set out to create a more accessible, functional approach to cosmetics, combining science-backed products with a brand designed for a diverse Millennial and Gen Z audience. The identity was built to balance clarity and credibility with cultural relevance, creating a clean, modern aesthetic that felt both inclusive and elevated within the evolving beauty landscape. This translated across a refined visual system, spanning photography, logo, typography and colour, alongside a new Shopify experience and packaging design.

Product images


Art Direction RIANNA OSANWUTA
Photography VICTORIA CHETLEY

Collection of skincare products including toner, oil, cleanser, and moisturizer with minimalist packaging, against a pink background, reflecting on a glossy surface.
Collection of ten liquid lipstick tubes with silver caps and clear bodies, showcasing shades from light nude to dark brown, arranged on an orange surface with a gradient orange background.
Close-up of a smooth, white, creamy substance, possibly lotion or yogurt.
Multiple tubes of KEM liquid makeup or concealer with silver caps scattered on crinkled silver foil.
A collection of skincare products floating on a light blue background with water droplets around them.
A container of grayish-black slime surrounded by white containers with purple 'K' logos on their lids.
Collection of skincare products including cleansers, toners, serums, and exfoliants on two shelves against a light blue background.
Black candle with the word 'KEEP' written vertically on it, placed on a black box with a round lid, on a brown background.
Assorted skincare bottles floating in water against a light blue background.
Collection of skincare and cosmetic products in white, beige, yellow, and pastel colors with black and white labels, including bottles, jars, and tubes.
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Stacked containers of KEM skin clay masks in a minimalist setting, with one open container showing grayish-green clay mask.

KEM ‘Better Everyday’ Campaign

Promotional video for website and socials.


Art Direction RIANNA OSANWUTA
Direction, film and edit JEDIDAH M.
Casting and Production KEM BEAUTY

Campaign images


Art Direction RIANNA OSANWUTA
Photography AGATA KOCON

Woman applying cream to her face with closed eyes and a gentle smile.
A woman with reddish-brown hair styled in two buns, making a scrunched facial expression with eyes closed and lips pursed, holding her chin with both hands against a plain white background.
Two women smiling, one with long black hair and green eye makeup, the other with curly reddish hair and blue eye makeup, wearing colorful clothing and accessories.
Close-up of a young man with dark skin and textured dreadlocks, looking at the camera against a plain white background.
A man with dark skin, black and brown dreadlocks, a full beard, wearing a gray zip-up sweater.
A woman with dreadlocks smiling and wearing silver earrings and necklaces, against a plain white background.
Close-up of a black and white logo or text with the letters K, E, and V.

Logo

Close-up of a logo with the text LEN from a brand called SKIN.
Close-up of the word 'KEM' in bold, light blue letters.

Logomark

A black globe illustration with latitude and longitude lines on a pink circular background.

Brand guidelines

Diagram demonstrating clear space guidelines for a logo. The logo reads 'KEM' in black uppercase letters on a white background. Behind the logo, there are light green stylized leaves. A rectangular box shows the logo within the boundary, indicating t
Color palette chart showing approved color combinations with their color names, RGB, CMYK values, and hex codes. Colors include black, white, cream, orange, pink, purple, blue, and green, each represented by sample swatches and text descriptions.
An infographic showing different styles of bold, wide typefaces in black, pink, and white fonts on a white background. The text includes labels and explanations about font styles and sizes.
A graphic design layout displaying various elements: stickers, outlined images, and tape with examples. The left side has an introduction and explanations of each element type, with three example images on the right: speech bubbles with text, framed

Responsive Web design

Screenshot of a mobile phone displaying an online skincare store homepage featuring a woman touching her face, promotional text, and images of skincare products.
A beauty product advertisement featuring makeup foundation bottles, makeup brushes, skincare products, and a model applying skincare.
Website homepage featuring diverse women with vibrant makeup promoting beauty products and values.
Screenshot of an online beauty store homepage featuring makeup brushes, makeup products, and skincare items. The page includes images of models with colorful eye makeup, product categories, and various beauty tools and cosmetics.
Product page for KEM Lip Glaze in Candy color, featuring a pink lip gloss with a black cap. Includes customer reviews and recommendations for related makeup products.

Content

Social media graphics

A metallic, pink, three-lobed abstract shape overlaying a purple and white numbered background resembling a calendar or planner with numbers 1 through 8 visible.
Image of several bottles of soothing facial cleansing oil, featuring jojoba oil for sebum regulation, lavender oil for anti-inflammatory and soothing effects, and safflower oil for emollient properties.
A skincare product comparison chart with four bottles labeled from left to right: Restore Cleanser, Super-Skin Cleanser, Soothing Facial Cleansing Oil, and Balance Cleanser. The chart describes the benefits and suitable skin types for each product, h
A screenshot of a digital file management interface with folders called 'The Body Bundle' and 'Complex Bundle' and an image of a black candle labeled 'KEM 001 CANDLE.PNG'.
A newspaper front page with bold headlines stating "57% of men worldwide claim to maintain their appearance" and "44% of British men," with a logo in the center that says "KEM" and the phrase "This falls to only" around it.
Four skincare bottles labeled for different steps: cleanser, toner, moisturizer, and oil serum, with icons indicating morning and night use.
Close-up of pastel pink rubber bands or loops with a barcode and sale information on the right side.
Collection of portraits featuring diverse women. Each woman has unique expressions and poses, with some smiling, resting their faces on their hands, or looking into the camera, all against a plain light background.
Advertisement for double cleansing skincare products featuring two bottles, one yellow and one white, on a light blue background. Labels indicate oil-based cleanser and water-based cleanser, with instructions for use.
A purple bottle of skincare toner with water droplets on it, labeled with various ingredients and their benefits. The background is purple with water droplets, and the text highlights cucumber, glycerin & D panthenol, hyaluronic acid, witch hazel, an
Three containers of KEM cosmetic powder with loose powder spilled around them, set against a white background.
A skincare product labeled as 'Super Skin Cleanser' with a pump dispenser is shown. The bottle highlights ingredients including turmeric extract, which has anti-bacterial and anti-inflammatory properties, tea tree extract, which is antibacterial, and