MUST HAVE! by GEROVITAL

SUMMARY

Context:

Gerovital, a heritage Romanian skincare brand, set out to expand its audience by reaching a younger, trend-conscious consumer. As part of this objective the brand initiated the launch of a new sub-brand under its umbrella: Gerovital Must Have.

This range aims to be the first Romanian cosmetics brand with the ingredient-focus approach (offering single-ingredient formulas with clinical efficacy), in the direction of ‘no bullshit cosmetics’, directly targeting Gen Z and young Millennials.

CLIENT:

FARMEC

BRAND:

Gerovital Must Have!

INDUSTRY:

Skincare, Facecare, Cosmetics

TASK:

Logo & Packaging design

The Brief / The Challenge:

Our task was to create the visual identity and packaging design for this new sub-brand - one that feels fresh and relevant. The range includes face care products with iconic ingredients, high concentrations and visible effects - delivering glow, hydration and skin vitality.

The challenge was to remain aligned with Gerovital’s legacy of science-backed skincare while crafting a cool, minimalist and bold design language that clearly speaks to a younger audience. It had to be visually magnetic, structured and clear.

The Solution / The Design Concept

The design direction is minimalist yet statement-making, in line with clean beauty trends but with a twist of boldness that makes the brand stand apart. The logo Must Have is the VIP element – the typography is clean, geometric and edgy with playful arrangements that gives personality.

We played with a distinctive, oversized exclamation mark as a dynamic branding element that shifts color depending on the product (functioning also like color-coding for variant navigation), creating a sense of energy and vibrancy.

Special finishes were kept intentionally minimal in order to be consistent with the promise of the product and with the clean beauty approach. The result is a packaging system that feels modern, functional, confident and an absolutely must-have.