Branding bacteria

Microbiome skincare is gaining ground, but how does a breakthrough brand communicate revolutionary concepts that are antithetical to the squeaky-clean cleansing models that consumers have been exposed to for so long?

Design consultancy Pearlfisher has developed a new visual identity for Nerd that aims to demystify and communicate its personalised approach to skincare. The brand’s products work with a user’s microbiome, otherwise known as their individual skin bacteria, rather than strip it away.

‘We are shifting skincare perspectives,’ says Evelyn Chen, founder and CEO of the San Francisco-based skincare brand. ‘We are tapping into the science of the microbiome to create 21st-century beauty products.’

The new logo comprises symbols that represent the brand’s range of products. ‘The design shifts the language of beauty to help drive this communication and our evolution forward,’ says Chen.