Odevie started its journey with a simple creed: products are better when they’re clean, pure, and thoughtfully crafted. Guided by the belief that less is better, the brand exists to create maximum efficacy with minimal ingredients. It doesn’t pack its formulas with countless ingredients at meaningless levels; instead, it carefully selects and combines highly effective actives to create skincare that truly enriches the user’s natural glow. Fittingly, Odevie Cosmetics needed a brand identity and packaging design that reflected its minimalistic yet highly effective approach. That was the perfect challenge for I Mean It.
Our inspiration came from the brand’s name: Odevie, which was a word play on “L’ eau de vie, ”meaning “Water of life” in French. So, we decided to opt for a design that was as pure and simple as water.
The combination of the contemporary typography and lack of imagery portrayed a highly minimalistic look. By opting for a very neutral colour palette, we managed to imply purity.
Our next task was to design the packaging for the brand. In line with the brand’s philosophy, we had to strip everything down to its essential quality to achieve simplicity. Believing in “less is more,” we used an uncluttered, minimalistic design elements to convey emotions, moods, and flow of life-giving energy. The result was an “Au Naturel” brand identity, effortless, and simple, yet elegant and beautiful.