Beyond a refresh, ICD sought a deeper transformation: one that could resonate with a global audience, clarify its positioning, and embed a sense of ritual into the everyday.
The new mark is a sculptural monogram of interlocking characters. A study in proportion and progression, each letter scales subtly in size, mirroring the form and function of the product.
Magnets embedded in the packaging allow products to connect instinctively, turning an unconscious frustration into a satisfying ritual.
is a Seoul-based beauty brand rooted in cellular science and dedicated to the philosophy of functional beauty. With a global customer base and a growing cult following, the brand merges biotechnology with daily rituals, offering high-performance skincare and cosmetics designed for the modern self-care seeker.
The Challenge
As ICD evolved into a more holistic, function-driven beauty brand, it became clear the visual identity no longer reflected its growing ambition. The brand approached Pentagram with a request: to reimagine its presence 鈥� physically and visually 鈥� in a way that felt both elevated and elemental.
Beyond a refresh, ICD sought a deeper transformation: one that could resonate with a global audience, clarify its positioning, and embed a sense of ritual into the everyday.
The Solution
The new mark is a sculptural monogram of interlocking characters. A study in proportion and progression, each letter scales subtly in size, mirroring the form and function of the product.
Packaging became a vehicle for quiet innovation. Inspired by a familiar moment 鈥� the search for lip products in the bottom of a bag 鈥� the team introduced a solution hidden in plain sight. Magnets embedded in the packaging allow products to connect instinctively, turning an unconscious frustration into a satisfying ritual.
The result is a system that feels both considered and intuitive 鈥� a tactile extension of the brand鈥檚 belief in beauty as daily practice.
Client
IncelldermSector
- Fashion & Beauty
Discipline
- Brand Identity
- Packaging
- Industrial/Product Design
Office
- New York
Partners
Project team
- Suguru Ogata
- Kirstin Rocke-Huber
- Billie Rene
- Olivia Ray
Collaborators
- Grant Cornett, photography
