LucyLab

The previous name, Natuint, was too close to many already-existing natural skincare cosmetic brands and the founder felt that a new brand name could strategically leverage the biggest asset her business has - herself and her personal brand.

Lucy comes from Lucia, the founder, whose expertise and personal advice stand behind every recommendation. Lab stands for formulation, testing and proof. Together, LucyLab sounds like a person you can ask, backed by a lab you can trust. It’s short, easy to pronounce in local and international markets, and leaves room for the brand to grow into new categories in the future.

We built the identity on the same tension the brand resolves: nature and function. The wordmark is a tall, refined serif, classic enough to signal expertise and soft enough to feel personal. Deep forest green and warm cream form its calm, botanical base. 
The signature element is a family of fluid, grain-textured illustrations that look both like flower petals and like drops from a lab pipette, an abstract meeting point of the garden and the lab. That pairing mirrors what’s inside every product: natural ingredients formulated to perform. 



The illustrations appear at every touchpoint, from the website and social media to the box a customer holds in her hands.

Each of the product categories, from cleansers and oils to serums and eye care, has its own artwork in lemon, lilac, rose, sage, blue and many more colours. No two are the same, yet together they read as one landscape on the shelf. 



A range this large could easily turn into visual noise, so the packaging around the art stays quiet: cream boxes, a clear hierarchy and each product’s function stated plainly. A set of 24 custom icons marks skin needs and key ingredients, so customers can tell what a product does at a glance.

The website turns the brand promise into a tool. 
Skin Advisor asks a few questions and puts together a step-by-step routine for the customer’s skin. 


MyLab lets them personalise selected products with an active ingredient matched to what their skin needs right now. 
Photography, typography and layout follow the same calm rhythm as the packaging, so choosing a product online feels as considered as holding it. The experience is clear, human and confident, with a focus on helping people find the care that is truly theirs.


From the name to the website, LucyLab now makes the same promise at every touchpoint: premium skincare designed for you, natural, clean, and effective.

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