Clinically Clear
- Steph Gilman
- Jan 28, 2019
- 2 min read
Updated: Mar 23, 2021
Brand launch: Website copy, product naming, and packaging copy
Kingery Design Co. handled the logo and web design, and Sarah Neuburger created the friendliest illustrations. We created a brand identity with a logo, website content, product naming, and packaging (details on naming and packaging at the bottom of this page). We chose an approach that showed off their distinct personality, differentiated their services from competitors, and gave them ownership in the skincare market, particularly around Atlanta.
Scroll down to see the work, and click images with small print to see a larger version. You can also view Clinically Clear's live site here (note: clients may alter live web copy).
Homepage copy:
About page:
All About Acne page:
Our Approach page:
Careers page:
For Clinically Clear's product line, I created proprietary names with descriptors, with the goal of making them memorable and easily identifiable among other brands and bottles in bathroom cabinets. We opted for 2-3 words and alliterative phrasing for each name (when possible, though trademarking held us up for a few of them). Shane Kingery designed the packaging, and Sarah Neuburger created the illustrations.
Below are photos of each product with the old and new product names.
Old Name: Radiance Boost
New Name: Refine + Equalize Toner
New Descriptor: The daily-use, balancing revitalizer
Old Name: Pore-Clearing Cleanser
New Name: Oil Control Gel Cleanser
New Descriptor: The oil-diminishing daily wash
Old Name: Rescue Gel
New Name: S.O.S. Serum
New Descriptor: The imperfection eliminator (aka: your new best friend)
Old Name: Ultra Gentle Cleansing Lotion
New Name: Mild Pre-Cleanser
New Descriptor: The face-freshening, fragrance-free, first-step cleanser
Old Name: Ultra Gentle Cleansing Gel
New Name: Gentle Gel Cleanser
New Descriptor: The super-light, fragrance-free, sensitive skin wash
Old Name: Instant Calm Complex
New Name: Soothing Serum
New Descriptor: The redness-reducing solution
Old Name: B3 Enzyme exfoliating crème
New Name: Exfoliating Corrective Crème
New Descriptor: The no-scrub, natural-enzyme mask
Old Name: Zinc/Sulfur mask
New Name: Repair + Rebalance Mask
New Descriptor: The congestion-busting, oil dissolving acne remedy
Old Name: Oil-Free Hydrating Fluid
New Name: Lightweight Finishing Moisturizer
New Descriptor: The oil-free skin conditioner
Old Name: AHA/BHA Cleansing Mousse
New Name: Pore Purifying Foam
New Descriptor: The deep-cleansing, oil-fighting powerhouse
Old Name: Clear Skin Ultra Gel
New Name: Daily Defense Serum
New Descriptor: The skin-clearing + smoothing solution
Client: Clinically Clear
Design Director: Kingery Design Co.
Illustrations: Sarah Neuburger
Photography: Caroline Fontenot
Styling: Candice Lorraine