In an oversaturated market, Farmacy needed to stand out amongst the noise. This meant being clear on who the brand was and was not, communicating what made them unique, and reengaging the audiences who had come to love the products. Farmacy’s products are the best of both worlds — formulations from farm-grown ingredients enhanced by potent science actives for clinically proven results. But this offering wasn’t immediately clear. Unnatural, artificial colors, stagy compositions, and over-retouched photographs didn’t align with the brand’s nature-focused, science-backed positioning. With a refreshed brand strategy, the team crafted a verbal and visual identity that served as Farmacy’s reintroduction to the beauty landscape.

I reimagined the art direction to feel more rooted in real life. To achieve this, we focused on using bright, natural light in photographs, neutral and distraction-free backgrounds, highlighting the juiciness of the product ingredients, and shooting models with relaxed facial expressions, clean skin, and wearing light makeup. To emphasize the brand’s farm roots, the refreshed palette referenced colors found in nature. In comparison to the old palette, which almost felt artificial, incorporating greens, browns, oranges, and yellows made the palette feel more grounded. I introduced a serif typeface to the brand’s typographic system, called Feature Display, adding some much needed elegance, authority, and trust. Paired with Proxima Nova, a geometric sans serif with modern proportions, the two typefaces create a beautifully balanced system. Together, the refreshed art direction, color palette, and type system were employed by Farmacy’s creative team across touchpoints, including OOH, web, social, packaging, and store displays.

TYPE
brand identity
art direction

TEAM
Emily Arnow (copywriter)
Maddie Saxon (account manager)
Elizabeth Gunton (account manager)
Gayatri Menon (strategist
Tony Yumul, (partner)
Enoch Palmer, (partner)