Activating Brand Vitality

Youth Lab is a cosmetics brand committed to activating skin metabolism. Since its launch in 2013, the brand has built a diverse portfolio of approximately 60 facial and body care products, achieving steady growth. To further stand out in the competitive cosmetics market, Youth Lab sought to strengthen its brand presence following its initial success.

‍

MILK Branding Professionals conducted a comprehensive audit of Youth Lab’s identity and communications. Our goal was to pinpoint areas that required refinement, adjustment, and enhancement to ensure a more consistent and proprietary brand identity. We worked to refresh and elevate the brand while staying true to its core values of science, effectiveness, and a premium cosmetic experience.

‍

The result was a refreshed and unified brand universe, crafted to give Youth Lab a distinctive character and a cohesive presence across all touchpoints. We refined the brand story, revisited the brand language and tone of voice, and enhanced the visual identity with a tailored color system for each product category, complemented by new typography and additional visual assets. Communications around clean beauty, cruelty-free, and vegan-friendly claims were updated to reflect the brand’s evolving message.

‍

Our work extended to Youth Lab’s in-store presence, where we developed comprehensive guidelines for merchandising, shelf displays, stands, and promotional materials in pharmacies and department stores. All of these elements were compiled into a comprehensive brandbook to ensure efficient brand management moving forward. Without altering the logo or packaging, we created a cohesive brand language that blends scientific credibility with an approachable tone, setting the stage for continued growth.