Wonder in repetition: Oddity’s identity for skincare brand ZVYK celebrates the rhythm of good habits

The identity and packaging design for Korean skincare brand ZVYK, from Hong Kong-based creative studio Oddity, embraces the repetition of good habits, visually conveying as much through a vibrant array of manipulated geometric forms and expressive typography. “The brief was to create a vivid and colourful identity,” Creative Director & Founder Alice Mourou tells us, recalling, “at the very beginning the client said ‘I love your aesthetic, but all your projects feel too black and white, I want what you do but with A LOT of colour,’” culminating in the ecstatic visual world ZVYK inhabits. Noting the inclusion of colour as a challenge for the studio, Oddity ended up creating a palette made up of 17 total colours, tying carefully selected pairings to the products they embellish. For example, the ‘Peace Serum’ comes in a blue bottle, “as there is nothing more peaceful than a blue sky,” while the ‘Tin Case’ “could have been any colour,” Mourou explains, “so it got violet” in order to not repeat colours from other products. “In the end, there is an interconnection between the product itself and how the whole family looks together,” she explains, noting that not every colour was chosen for a specific purpose, but rather to contribute to the system as a whole. Turning to ZVYK’s typographic output, Oddity opted for an approach equally as vibrant as the colour palette, introducing Extraset’s ES Klarheit Kurrent. “At a glance for untrained eyes, it is still just a san serif,” Mourou notes, “but if you look a little closer you see a bold and rebellious character,” with acute, sharp cuts that compliment the identity’s striking geometry.