Evoke
Naming • Strategy • Identity • Packaging
A modern cosmetic and skin care brand designed for ingredient-conscious consumers seeking simplicity in their routine.
The Challenge
Develop a brand that stands out in a saturated beauty market while aligning with a more intentional, ingredient-conscious consumer.
Create something minimal and refined without feeling generic, and elevated without feeling inaccessible.
The Strategy
Position the brand around essentials rather than excess, with a focus on the user and her everyday use.
The Solution
“Evoke” introduces an emotional layer to an otherwise simplified system, suggesting that a personal expression of self always shines through a minimal surface.
The Work
Naming
Developed the name “Evoke” to ground the brand in emotion while maintaining a sleek, modern tone.
Messaging
Positioned Evoke as an approachable, minimalist beauty line focused on clean ingredients and personal expression.
Strategy
Supported the strategy with the tagline “The essential you” and the descriptor “Beauty basics” for clarity.
Identity
Packaging
Designed a custom wordmark, supported by a flexible logo mark that also functions as a pattern.
Created packaging that reflects the brand’s positioning through clean layouts, neutral tones, and considered details.
