Cleo: Beauty of Old Civilization

Cleo is an emerging Egyptian-origin skincare brand targetting budget-conscious and socially-conscious 18-24-year-old women seeking a luxury skincare experience at mid-level prices. Cleo needed a brand identity to help them stand out from competitors when they hit the shelves of Sephora for the first time.

Cleo's brand identity invites consumers to feel beautiful, elegant, and empowered. Research revealing a preference for geometric illustrations among our audience over detailed ones influenced the simplified representations of hieroglyphics on the packaging. To maintain affordability and honour Egyptian God of the Earth, Geb, Cleo opts for eco-friendly boxes and tubes over costly glass, metal, or printing finishes.