EVERLAND’s brand for Raw Perfection is a one way ticket to the wind-swept islands around Stockholm

In line with its name, which suggests a combination of opposites and juxtapositions, the Swedish skincare brand Raw Perfection celebrates both the natural and the imperfect. This vegan and cruelty-free brand, originating from Stockholm, has built a reputation for its planet-first practices and high-quality products. And now, after having worked with Scandinavian consumer brand and design agency EVERLAND, they unveil a reimagined name, an identity, and a fresh route for their packaging. When looking for inspiration for the identity, the team turned to the exquisite, unruly beauty of the Scandinavian landscape and the wildflowers that bloom across it, and used that reference to underpin the brand’s dedication to embracing raw authenticity. “Around Stockholm, you’ll find the archipelago or ‘skärgård,’ as it is called in Swedish,” Creative Director & Partner Carl Johan Larsson explains. “30,000 small islands, skerries and rocks that are untamable, untouched and wild. To us, it represents nature’s beauty, and its ‘raw perfection,’ so to speak.” This concept, along with elements such as the “rough surfaces, angular edges, and a simple colour palette," influenced the brand’s visual language, especially  the rough, angular illustrations that play a key role in guiding users through the skincare process. Each illustration is numbered, while each chosen symbol abstractly represents the desired outcomes.