Bluty Skin
Beauty & care / 2024
Every great brand starts with a core belief. For Bluty Skin, it is the conviction that every person is naturally beautiful. We left behind hard-to-pronounce conventions to create ‘Bluty’ a name that sounds like beauty and blooms like a flower. We lovingly call our community ‘Bluties’, inviting them into an inclusive world of organic, highly effective skincare. Bluty isn’t here to change how you look; it is here to remind you of your innate radiance.
/Client
Bluty Skin
/Services
Brand Strategy, Naming, Identity System, Packaging, Social media.
/Design Direction
Awan
/Team
Atika Sekar, Fajar Nugra
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/Challange
Entering a saturated skincare market with a complex German name created an immediate barrier to entry. “Schon Seghen” hindered word-of-mouth marketing. The core challenge was to simplify the brand’s verbal identity to build quick trust, ensuring the audience felt welcomed rather than intimidated.
/Solution
We transformed the complex identity into the approachable “Bluty.” By combining “Beauty” with the German word for flower, we preserved the brand’s roots while maximizing its charm. We reinforced this friendly positioning by dubbing the community “Bluties,” making the brand feel like a supportive friend.
