Design case study | Born Majesty: a new sustainable skincare line

December 19, 2022

Born Majesty® is a new skincare company based in Athens, Greece, offering a complete line of sustainable and cruelty-free skincare products as well as hotel amenities. They were commissioned to brand everything from the ground up, including strategy, naming and packaging design. The brand was launched in September 2022.

Tell us a bit about the brand – its heritage, its story, and its markets – and the brief for this project. How does the design express the brand’s values? What inspired the design?

The client’s main requirement: we want our brand to communicate youth and ease of use, addressing mainly to young audiences but without alienating women of older ages.

Our approach: “The brand is the message – Beauty, confidence & self care. It’s your birthright.”

The narrative is that Born Majesty® was created out of love for skincare and the urge to inspire women of all ages to embrace their feminine power, regardless of age, race, size, sexual preference or any other discrimination. The color pink is considered a feminine definition stereotype so we decided to turn this
viewpoint around, adopting it unapologetically as the primary color of the brand’s palette in an earthy tone, paired with black lettering to create a bold statement. A love letter to all women.

What is innovative or unusual about the pack?

The packaging materials strive to reflect the product’s qualities and values. All Born Majesty® products are vegan and cruelty free. Respectively, all packaging consists of recyclable materials.

Additionally, all bottles and jars are made of recycled plastics (RPET 100%) and all box packaging is made with GF Smith Colorplan papers, made sustainably in Great Britain.

Design-wise, we wanted to achieve an everyday relationship with the consumer, meaning a day to day easy beauty utility via simple containers & simple typography. Intentionally nothing elaborate.

Strategy-wise, inclusive-not exclusive. An everyday reminder to the consumer: “we are all born majesty”

What technical challenges did you need to overcome to manufacture this pack?

There were no technical challenges in manufacturing except some colour correction at the screen printing process which is standard procedure.

What reactions have you had from consumers?

While it’s very early to say, we’ve had some substantial positive feedback so far, both from consumers and the design community via features on curated galleries. Sales and social media interaction are starting to gain momentum, while it’s worth mentioning that the brand has already gained a spot in Athens international airport duty-free area with its first pop-up store.