Bad Habit — Skincare That's Good To Your Skin, Even When You're Not

The Brief

We worked with the FORMA team to create the strategy and design to demonstrate a conversational, upfront, and accepting take on self-care, for a brand that embraces our bad habits.

  • Services

  • Brand Strategy

  • Brand Identity

  • Visual Identity

  • Product Naming

  • Art Direction

  • Primary Packaging

  • Secondary Packaging

Brand Design

We answered the challenge to create a design language that could carve out a judgment-free zone in skincare, and we delivered through a frank and striking approach for a line of products that are high-performance, clean, and formulated to be good for your skin.

GoodSans’ geometric letterforms clearly deliver the principles of self-acceptance, forgiveness, and fun—next to a conversational tone that’s irreverent and colloquial. Product names and romance copy were inspired by the way the brand’s target demographic talks and texts. As a result of this approach, our creative direction was also messaging forward, with the use of a bold sans serif logotype, and strikethrough formatting to support the brand’s core messages of forgiving, and erasing error. 


Bright and energetic colors disrupt each message in a playful way. A selection of calming, energizing, and soothing tones, sets out to induce effects similar to the product themselves—acting as visual cues, referencing each formula, and nodding to product efficacy. 
Bad Habit —
Clean Beauty That's Earned A Place On Your Vanity