ICD is a Seoul-based beauty brand rooted in cellular science and dedicated to the philosophy of functional beauty. With a global customer base and a growing cult following, the brand merges biotechnology with daily rituals, offering high-performance skincare and cosmetics designed for the modern self-care seeker.

The Challenge

As ICD evolved into a more holistic, function-driven beauty brand, it became clear the visual identity no longer reflected its growing ambition. The brand approached Pentagram with a request: to reimagine its presence — physically and visually — in a way that felt both elevated and elemental.

Beyond a refresh, ICD sought a deeper transformation: one that could resonate with a global audience, clarify its positioning, and embed a sense of ritual into the everyday.

The Solution

The new mark is a sculptural monogram of interlocking characters. A study in proportion and progression, each letter scales subtly in size, mirroring the form and function of the product.

Packaging became a vehicle for quiet innovation. Inspired by a familiar moment — the search for lip products in the bottom of a bag — the team introduced a solution hidden in plain sight. Magnets embedded in the packaging allow products to connect instinctively, turning an unconscious frustration into a satisfying ritual.

The result is a system that feels both considered and intuitive — a tactile extension of the brand’s belief in beauty as daily practice.