Tetomo

Tetomo makes skincare for face and hair and runs the clinic that sells it, at the affordable end of a category where most of the shelf is shouting. The identity had to read as formulation rather than as cosmetics.

A leaf drawn as one unbroken line, with the stop after the wordmark doing the rest of the work. The line weight never changes, which is what lets it survive embossing, a tube and a window sign at the same time. Two greys and Lato carry everything else — removing colour from a skincare brand is a risk, and here it is the point, because the product photography supplies all the warmth the system needs.

The full presentation follows, in the order it was delivered.