Almighty creates identity for Good Science Beauty, a skincare range 10 years in the making

Almighty developed a strategy around a forward-thinking attitude and created a plain-speaking, gender-neutral brand on a mission to empower customers. The creative team saw the importance of accessibility, starting with an uncomplicated name: Good Science Beauty. The science is explained through annotated diagrams that try to neither mystify nor patronise.

"This is an enlightened new generation brand," says Matt Burke, Creative Director at Almighty. "It was important for the design to be style-led and stand apart from scientific cliché. At the same time, we wanted the brand to be clear and straight-talking. We think we have found that balance."

The design establishes a clinical theme humanised by illustrated elements, naturally styled model photography, and carefully styled still life shots. This combination of assets provides a flexible toolkit to work across varied channels. While the packaging design uses scientific cues with a ‘Periodic Table’ style numbering system, minimal graphics and dark brown glass bottles with dropper applications.

Working closely with Good Science Beauty and various communications agencies to launch the brand, initially in the USA, Almighty also collaborated with web agency Buffalo to create the website.