Marina Veziko’s identity for organic skincare brand Pauli & Sisters is punchy, perky and poppy

Found in Irvine, California, Pauli & Sisters produces healing oils for tackling commonplace skin conditions, such as scars, uneven skin toning and severe stretch marks. Environmentally and socially conscious at the core of their brand – from operating using 100% wind energy, contributions from each sale going to combat sex trafficking or the fully organic ingredients used in the products – Pauli & Sisters required an identity that could hold true to their founding philosophies whilst avoiding the tropes of the cosmetic industry. Achieving exactly that in a flourish of beautiful, vivid colours and ecstatic typographic energy, Helsinki-based designer Marina Veziko has subsequently brought a youthful and joyful tone to Pauli & Sisters with a typographically-led identity that is avoidant of organic cosmetic expectations. Tonally mirroring the sisters behind the brand due to their fundamental friendliness, Veziko opted for Sharp Sans and Beatrice from Sharp Type as the hero typeface pairing – visually manipulating the text to reference the use of the oil it is used on – alongside the nostalgia-driven Cooper Light for body text. “They’re fun, approachable and modern,” Veziko tells us, “but still neutral and timeless;” a sentiment also matching in the choice of colours. “Oftentimes organic cosmetics branding has muted, earthy colour palettes,” Veziko notes, “the Pauli & Sisters identity tries to steer away from that by introducing vivid, saturated colours in the packaging and overall branding,” justly adding, “because why not!”