The Inkey List's mission is to democratise key ingredient skin care by making it an affordable addition to your daily routine without compromising on quality. 

Our challenge was to create a visual identity to launch The Inkey List that would cut through in a saturated beauty market 

With The Inkey List, simplicity is key, each product is based around a single key ingredient – this simplicity of thought helped us determine the visual identity and creative messaging throughout the launch of the brand.

We complimented the simple monotone colour palette that featured across packaging and core brand elements by injecting boldness through colour and texture that represented the key ingredient present in each of the products.

Since launch The Inkey List has gone from strength to strength and is now available in 30 countries, online and in beauty retailers including Sephora and Boots UK 

As part of the development of the core visual identity system for The Inkey List we also devised the photographic art direction style and created all launch material marketing content across social and owned channels where we focused on building comprehension for the brand and its products within the beauty space.