Actress Natascha McElhone, a dermatological biochemist and a team of leading plastic surgeons are an unusual combination of people to be behind a brand. But, HealGel is no usual brand. It’s a range of products originally created to help surgeons in their work, but which now provide high quality, effective skin care. And it was the products’ roots that informed the brand refresh carried out by Pentagram.
The challenge was to evolve HealGel’s look and feel using elements of the existing identity while also staying true to the brand’s origins. The products’ roots informed the brand refresh. Its basis in science was reflected in a minimalist design, using typography alone - no imagery or photographic direction - to allow the product to speak for itself. Its beauty credentials were emphasised with the use of warm pastel colours to soften and feminise the overall look.
The balance between science and beauty, which lies at the very heart of this project, is reflected in the packaging’s finish, where a contrast between matte and gloss denotes a product that is both functional and tactile.