Branding and
copywriting
In this project, I designed brand guidelines for Kleo, focusing on logos, colors, typography, and imagery to reflect the brand approach. Additionally I designed packaging and written content to portray the brand’s voice clear and simple, both visually and through words.
The challenge
This project was all about bringing Kleo’s honest and straightforward approach to life through design and great copy. Kleo isn’t about over-the-top promises or flashy extras — it’s about simple, natural skincare that actually works. The challenge was to create a brand that feels luxurious, but stays grounded in its affordability and authenticity.
I focused on clean, minimal design to reflect Kleo’s “no fuss” philosophy. The logo, typography, and color palette were carefully chosen to feel elegant yet approachable. Every detail, down to how the colors and fonts are used, was designed to stay true to Kleo’s commitment to simplicity and natural beauty.
The brand guidelines
I created Kleo’s brand guidelines to ensure part of the brand reflects its commitment to simplicity and natural beauty. These guidelines act as a foundation, keeping the brand consistent and recognizable across all designs and content, while also acting as a helping tool to easily to create visuals and communicationthat stay true to Kleo’s identity.
The brand packaging
The copy
This newsletter mockup was designed as an example of what Kleo's communication might look like, capturing the brand’s minimalist and warm approach to skincare. The copy is direct and while simple, it offers helpful tips without overwhelming the reader. The clean design and straightforward tone reflect Kleo’s commitment to quality and transparency. This newsletter also serves as an example of how I balance informative content with brand messaging in a natural way.
