SERVICES
Brand Strategy, Brand Identity, Packaging Design,
Art Direction
INDUSTRY
Beauty, Skincare & Wellness
LOCATION
Dubai, UAE
PACE+
Pace+ is a self-initiated concept project: a skincare brand for movement. It was built for people who bring movement into everyday life, from a workout to a walk or a tennis match. The idea was to design skincare that fits naturally into that day. Instead of traditional beauty categories, the range follows three moments of an active day: PREP, MOVE and RESET, with two products in each. We developed the brand concept, naming system, visual identity, packaging design and campaign art direction for a focused six-product collection.
Creative Direction
The idea was to bring the energy of sport into clean beauty. The identity sits between activewear branding and contemporary beauty, with bright color, oversized typography and athletic imagery giving it energy. Tennis courts, active bodies, sunlight and movement form a visual world that feels candid and active. Close-up product photography adds gloss and texture, while the bold identity is balanced by soft, rounded product forms. The result has the energy of sport without the aggressive, technical look of most performance products.
Logo System
The wordmark is set in a bold, italic typeface that signals forward movement before anyone reads the name. Rounded letterforms soften it and the compact, connected lettering gives it momentum. The plus is built into the name and stands for the added layer of care beyond movement. The mark keeps a strong silhouette at every scale from small packaging to oversized campaign graphics and runs vertically on the narrow, rounded product formats. The italic angle keeps the logo moving even when it sits still.
Colors
Color gives the brand its personality and it helps people find their way around the range. The palette draws on sportswear and athletic environments: Blush, Tangerine, Sun and Lime, softened by Sky and Lilac, with Off-white and Charcoal as neutrals. Tangerine and Sun belong to PREP for an energetic start. Blush and Lime define MOVE with freshness and play. Sky and Lilac mark RESET and move the mood toward hydration and recovery. Customers can place a product in the routine before they read the label.
Typography
The type system pairs bold sports graphics with the simplicity of modern beauty packaging. A heavy italic sans serif carries the wordmark and campaign headlines and suggests speed. A sans serif handles product names, ingredients and supporting information in uppercase, which gives the packaging a technical, performance-inspired look. A clear hierarchy separates the phase, product name, function and ingredients. The scale stretches from small labels to oversized campaign graphics.
Packaging
Each of the six products has a packaging format chosen for how it is used. PREP includes the Base Gel in a rounded pump bottle and the Daily Shield SPF 50 in a slim rounded bottle. MOVE includes the Glow Tint cheek and lip stick in a compact stick and the Hydra Shot face mist in a rounded spray bottle, both easy to carry through the day. RESET includes the Hydra Lock moisturizer in a rounded tub and the Stretch Spray muscle relief spray in a metal can. Rounded silhouettes and glossy finishes tie the formats together, with vertical branding, clear product names and short ingredient-led information on every pack. Each color gives a product its own identity while the collection stays cohesive, so the range looks at home on a bathroom shelf, in a gym bag or on a tennis court.
Social Media
The social direction shows Pace+ in the places it belongs. Campaign content puts the brand on tennis courts and in sunlight, with athletic imagery and oversized wordmarks cropped across the frame. Short statements like “Formulated to keep up with your skin” sit on bold color cards, and product posts for PREP, MOVE and RESET use clean layouts that let each pack’s color lead. The three stages work as a repeating framework for content, so every post fits a moment of the day while the feed keeps one consistent look.
Based in Dubai, operating globally
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