AMACHI
ABOUT THE PROJECT
AMACHI
A comprehensive brand identity development for Amachi, a skincare brand focused on natural ingredients and cultural wisdom, designed to stand out in the crowded skincare market through simplicity and authenticity.
ROLE
USER RESEARCH
BRANDING
VISUAL DESIGN
PRODUCT DESIGN
TYPE
M.DES PROJECT | SOLO
TOOLS USED
FIGMA
ILLUSTRATOR
CANVA
GOOGLE SUITE
PROBLEM STATEMENT
Skincare Complexity
Despite the rapid growth of the skincare industry, consumers are overwhelmed by complex product choices, with 65% reporting no improvement despite their skincare routines. The market lacks simple, natural skincare solutions that deliver real results through authentic ingredients and cultural wisdom.
SOLUTION
Calming skin with nature
Amachi delivers a minimalist skincare line that harnesses natural ingredients and cultural wisdom, offering consumers an effortless, authentic alternative to complex routines. By focusing on pure, innovative formulations with transparent benefits, Amachi simplifies the skincare experience while delivering noticeable results.
RESEARCH METHODS
Understanding Skincare space
Conducted 20 consumer surveys and 3 in-depth user interviews with skincare newbies, enthusiasts, and experts to identify pain points and unmet needs
Analyzed market projections and competitive landscape across 12+ brands to identify positioning opportunities for natural, simplified skincare
Created a positioning map to identify the underserved quadrant combining natural ingredients with simplified product offerings
20 Survey Response
90%
users consider skincare essential
60%
purchase products for specific skin concerns
65%
reported no significant change in skin health despite product usage
86%
interested in products with ingredient
KEY INSIGHTS
User Pain Points Identified
Confusion and overwhelm due to too many product choices
Need for simplicity and authenticity in messaging and product offerings
Strong demand for natural and effective products that deliver results
Position Mapping
Created a positioning map evaluating competitors across two key axes:
-
Natural vs. Chemical formulations
-
Simple vs. Complex product ranges
Amachi occupies the quadrant combining natural ingredients with a simplified product offering, differentiating it from established brands like Neutrogena, L'Oreal, and Estée Lauder.
Brand Identity Development
Crafted a distinct brand DNA establishing Amachi's core values and key attributes.
Developed the name "Amachi" by combining concepts of maternal wisdom and universal energy, reinforcing the brand's connection to heritage and natural vitality.
Created a cohesive visual identity system including a custom-designed logo, distinctive color palette, elegant typography and a sophisticated wordmark that balances tradition with modernity.
Font
Bringing joy to skin
I selected Yeseva One as Amachi's primary typeface for its perfect balance of heritage and modernity. The font's elegant serifs and distinctive character strokes evoke the traditional wisdom aspect of the brand, while its contemporary proportions and flowing curves reflect the natural, organic ingredients central to Amachi's products. The name "Yeseva" itself means "bringing joy," aligning perfectly with the brand's value of happiness and the transformative experience Amachi promises to deliver through its skincare solutions.
BRAND POSITIONING
STATEMENT
Amachi offers effortless, minimalist skincare solutions embracing natural cultural wisdom through pure, simple, innovative products.
What I learned ?
Market Understanding
Discovered how to balance market data with personal insights to create a skincare brand that feels authentic and addresses real needs
Presentation Skills
Developed my "Shark Tank" pitch skills by learning to tell Amachi's story concisely while highlighting its unique market position and growth potential
Visual System Design
Found my strength in creating visual systems that work seamlessly across different platforms while staying true to the brand's personality
Let's work together
Reach out at manvisingh8888@gmail.com. I have an inbox zero rule so I’ll see your message for sure and, I’ll reply with at least one smiley.
TYPOGRAPHY
ONEST
Aa123
ONEST
Aa123
COLORS
#193c40
#f3a088
#0D0D0D
#f3f3f3
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Amachi's logo
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BRAND DNA
This is the space to introduce the Features section. Use this space to highlight your unique aspects and to present specific credentials, benefits or special features you offer.
BRAND VALUES
WISIDOM
SIMPLICITY
HAPPINESS
BRAND ATTRIBUTES
EFFORTLESS
UNCONVENTIONAL
ECO-FRIENDLY
PRODUCT ATTRIBUTES
INNOVATIVE
PURE
CONVENIENT
BRAND PRESENCE
PRODUCT
Amachi's product line features elegantly designed masques with clean, sophisticated packaging that highlights natural hero ingredients through minimalist presentation, reinforcing the brand's commitment to simplicity and authenticity.
BRAND PRESENCE
PACKAGING
The Amachi packaging system combines the signature color palette with minimalist typography and ample white space to create a sophisticated, shelf-standout presence that communicates natural purity and premium quality.
BRAND PRESENCE
ONLINE
Amachi's digital ecosystem integrates a user-friendly mobile app, curated social media templates, and strategic email marketing that consistently reinforce the brand's natural beauty positioning through clean design and product-focused imagery.
BRAND PRESENCE
STORE
Amachi's Boston flagship at #123 Beacon Street creates an immersive brand experience through natural materials, minimalist product displays, and educational touchpoints that bring the "Awakening Natural Beauty" concept to life.