KLEER SKINCARE
Skincare that cares.
Kleer is a brand on a mission to transform the beauty industry for the better. When co-founders Kriston and Samuel Shah saw that there weren’t enough safe, effective, cruelty-free skincare solutions that could work for all skin types and tones, they set out to create their own. All they needed was a little help to bring their new brand vision to life.
Our team was tasked with developing a unique brand identity that spoke to their values and could help them stand out from the crowd.
The result is “skincare that cares.”
Our Services
Brand Focus
Brand Strategy
Brand Identity & Logo
Brand Voice & Messaging
Brand Visuals
Packaging & Product
Social & Digital
Finding a better beauty standard.
When Kriston and Samuel were pregnant with their second child, they tried to find a bump cream that they felt was safe enough for both Kriston and the baby. With a myriad of brands to choose from, they were shocked when they couldn’t find one.
That’s when they decided to start Kleer -- a skincare brand that is safe, sustainable, clean, cruelty-free, and most importantly, effective on all skin types and tones.
Their challenge, aside from developing a formula that aligned with their values, was to develop a brand that could stand out in a sea of sameness and appeal to Gen Z, the most ethnically and racially diverse generation to date.
We already knew that Gen Z values diversity and inclusion more than most generations, and that they tend to gravitate toward brands they would choose to be friends with -- brands that are honest, transparent, inclusive, responsible, and in line with the values and trends of today. Luckily, Kleer represented the perfect opportunity to tap into all of those desires.
Clean and clear skin care.
The EightySeven team set out to create a brand aesthetic that clearly illustrated Kleer’s uniquely inclusive values and responsible practices. We opted for a voice that was friendly, conversational, informative, and encouraging, one that Gen Z consumers could see themselves being friends with.
We also leveraged a clean, comforting blue and a range of skin tones in the color palette that were accompanied by compelling, tactile textures on our sustainable, recyclable packaging -- a must for the modern skincare audience. We even developed a word mark that showcased a diverse range of weights and shapes to speak to the diversity of our audience.
In terms of our overall launch strategy, we knew that social media would be an incredibly important avenue for communicating with our target audience.
We recommended that Kleer cultivate a connection with consumers via Instagram and Gen Z favorite TikTok, focusing heavily on educational and ingredient-based content worth sharing. Cultivating a following and delivering content worth sharing was the key to getting Kleer up and running.
“For a new business, finding a branding partner is a huge undertaking... EightySeven made us feel like we were part of a family and that we were being taken care of in the most vital way possible. We were blown away by their professional work and unwavering commitment to our firm and to each of us individually.”
Kriston Shah, Co-Founder, Kleer Skincare
