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VIVA LA AESTHETIC — BRAND INTEGRATION & STORE DESIGN
VIVA LA AESTHETIC — BRAND INTEGRATION & STORE DESIGN
VIVA LA AESTHETIC — BRAND INTEGRATION & STORE DESIGN
formula. is a beauty wellness brand built around everyday rituals, skin balance, and quiet functional care. Positioned between product retail, skin consultation, and light ritual treatments, the brand creates a calm and structured approach to self-care through minimal products, precise routines, and an elevated wellness space.
CLIENT
VIVA LA AESTHETIC
ROLE
BRAND IDENTITY & CREATIVE DIRECTOR
RESPONSIBILITIES
VISUAL/ PACKAGING / RETAIL EXPERIENCE / SPATIAL
YEAR
2024
VIVA LA AESTHETIC
VIVA LA AESTHETIC — BRAND INTEGRATION & STORE DESIGN
THE BRIEF
formula. was created as a beauty wellness brand that moves away from traditional salon, medical spa, and pharmacy-driven aesthetics. The goal was to build a refined identity system for a brand focused on everyday care rituals, skin balance, and quiet functionality.
formula. was created as a beauty wellness brand that moves away from traditional salon, medical spa, and pharmacy-driven aesthetics. The goal was to build a refined identity system for a brand focused on everyday care rituals, skin balance, and quiet functionality.
The brand needed to feel minimal, precise, and elevated while remaining approachable. Its visual and spatial language had to support three connected experiences: product retail, non-medical skin ritual consultation, and light beauty wellness treatments.
The brand needed to feel minimal, precise, and elevated while remaining approachable. Its visual and spatial language had to support three connected experiences: product retail, non-medical skin ritual consultation, and light beauty wellness treatments.
THE CONCEPT
The concept of formula. is rooted in the idea of care as a daily system. Rather than presenting beauty as transformation or correction, the brand focuses on balance, consistency, and functional rituals that fit naturally into everyday life.
The identity uses a restrained black, white, and grey palette, large typographic branding, and off-white packaging to create a rational but refined visual language. The result is a brand world that feels calm, structured, and quietly premium.
The concept of formula. is rooted in the idea of care as a daily system. Rather than presenting beauty as transformation or correction, the brand focuses on balance, consistency, and functional rituals that fit naturally into everyday life.
The identity uses a restrained black, white, and grey palette, large typographic branding, and off-white packaging to create a rational but refined visual language. The result is a brand world that feels calm, structured, and quietly premium.
formula.’s product range is designed as a complete set of beauty wellness essentials, including skincare rituals, body care, scent products, and beauty tools. Each item follows the same quiet visual language, allowing the products to feel functional, consistent, and intentionally minimal.
formula.’s product range is designed as a complete set of beauty wellness essentials, including skincare rituals, body care, scent products, and beauty tools. Each item follows the same quiet visual language, allowing the products to feel functional, consistent, and intentionally minimal.
BRAND EXPERIENCE
The final direction establishes formula. as a refined beauty wellness brand with a clear and consistent identity across product, packaging, digital presence, and physical space. By avoiding clinical, decorative, or overly feminine beauty cues, formula. creates a quieter approach to self-care — one built around balance, routine, and everyday rituals.
The final direction establishes formula. as a refined beauty wellness brand with a clear and consistent identity across product, packaging, digital presence, and physical space. By avoiding clinical, decorative, or overly feminine beauty cues, formula. creates a quieter approach to self-care — one built around balance, routine, and everyday rituals.
© KATHRYN XU
© 2026