What does skincare look like when it’s based on real people’s routines, not just clinical claims?
...and how can design reflect cultural context without falling into stereotype?
...and how can design reflect cultural context without falling into stereotype?
The product name, format, and positioning were provided. My role was to design the visual identity, packaging, and advertising in a way that feels genuine and accessible to the people it serves.
Problem
Mainstream skincare often ignores people of color; and despite higher rates of acne and hyperpigmentation most solutions are too harsh or too generic.
ClaroBenz+ was created to close that gap.
Target Audiences
mid-20s to 30s dealing with adult
acne and dark spots.
Across both groups, there’s a need
for acne care that’s gentle, portable,
and clearly designed with them in mind,
no second guessing.
Research helped define a few key truths
that guided the brand system:
Clear skin earns
respect.
Acne is still stigmatized,
clear skin is seen as a sign of discipline.
Acne is still stigmatized,
clear skin is seen as a sign of discipline.
Portability is power.
Busy professionals
want compact skincare that fits into their routine.
Harsh ≠ effective.
Hyperpigmentation and dryness from other brands are common concerns.
Tradition guides treatment.
Holistic medicine is passed down generationally in many households.
Visual Identity
The logo is based on a modified Talavera tile,
blending cultural familiarity with geometric clarity.
The system balances professionalism
and warmth: navy for function, botanical accents for
energy, and clean typography for flexibility.
I took cues from apothecary traditions while maintaining a polished retail presence. Clear labeling, rounded forms, and structured layouts ensure accessibility, while the Talavera floral motif reappears subtly as a system element. The result feels intentional, rooted, and credible, avoiding both overdesign and generic minimalism. It’s designed for people who may not be skincare enthusiasts but still care about quality, ease, and representation.
This direction focused on real people, real skin, and confidence rooted in clarity, not perfection. Close-up, unfiltered portraits and a straightforward tone introduced the brand with sincerity and familiarity. It reinforced ClaroBenz+ as something made for everyday routines, not curated skincare shelves.
(Active Ingredients. Active Attraction)
This experimental direction used juxtaposition, suggestion, and dry humor in Spanish to reach people who typically ignore acne ads. Headlines like “No fue por tu personalidad” and “Sin comedogénico” paired deadpan delivery with bold visuals to test how far the brand’s voice could stretch while staying grounded.
“No fue por tu personalidad.”
(“It wasn’t for your personality.”)
“Contra los granos… de la cintura pa’rriba.”
(“Against breakouts… from the waist up.”)
“Sin comedogénico.”
(“Non-comedogenic.”, said flatly, as if it were obvious)