The project
Vérité Clinique is a project developed by the studio for a French aesthetic clinic. The starting point is a French esthetician who brought to Brazil a skincare culture different from that circulating in the local market, without exaggeration, without aggressive promises, focusing on natural active ingredients and healthy, continuous aging.
From this premise, everything was born: the name, the identity, the product, and the communication. Vérité, in French, means truth. The brand doesn't sell radical transformation. It sells honesty about what the skin needs and the time it takes for that to happen.
The Vérité Clinique symbol is derived directly from the Psoralea corylifolia plant, the same plant from which Bakuchiol is extracted. The flower and leaf shapes have been reinterpreted in a continuous thin line, without filling or volume. Sophistication lies in what is omitted, not in what is added.
The choice to work with thin lines was deliberate: it's the opposite of the generic beauty icon. It functions as a seal, as a stamp, as an isolated graphic element, maintaining legibility and presence at any scale.
The color palette was built from the plant itself . Bakuchiol has purple-toned flowers and served as the chromatic starting point. But a straightforward lavender would have been too obvious for a brand that aims to be sophisticated. The solution was to work with a muted, almost leaden purple, which alludes to the botanical origin without being literal.
The final palette combines:
Grayish lavender: a primary color, extracted from the natural hue of the Bakuchiol flower. Sophisticated, not vibrant.
Lead: a structural support tone. It anchors the identity and provides seriousness without excessive weight.
Off-white / warm neutral: breath of fresh air. The lightness that balances the darker tones and ensures that the identity breathes.
Graphic Applications
Nine posts were developed for Vérité Clinique's editorial calendar with a single guiding thread: to position the technique that the doctor brought from France as a real differentiator within the Brazilian market. The art direction maintains the color palette, symbol, and typography of the identity across all formats; the communication does not exist separately from the brand, it is the brand in motion .
Vérité Clinique's editorial calendar is planned for 30 days with three weekly publications, a cadence that maintains a constant presence without becoming saturated. The progression logic is deliberate: it begins with education, skin aging, Bakuchiol as an active ingredient, the Vérité method , moves on to the clinic's protocol and pillars, and ends with a gentle conversion, testimonials, and an invitation for an evaluation. The audience enters without knowing what the brand is and leaves with reason to schedule an appointment.
Come and see how the Vérité Clinique gallery turned out!
Visual Identity
The visual design is based on two pillars: the sophistication of French aesthetics and the botanical origin of the main product. Nothing was purely ornamental; every decision has a reason that precedes aesthetics.
The typography uses classic serif font for the brand name, with uppercase letters and variable weight, creating a contrast between robust and delicate elements. The supporting lettering – Clinique – appears in sans-serif font with a thin, almost gestural stroke, balancing weight and lightness within the same composition.
Product
Bakuchiol's serum is the clinic's centerpiece product. Named Éclat Lent, meaning slow glow in French, the name embodies the brand's philosophy: real results happen over time.
The packaging was developed as a direct extension of the visual identity . The frosted glass in dark purple echoes the primary color of the palette – derived from the Bakuchiol flower – and the matte finish was deliberately chosen in opposition to the glossy one: no reflection, no ostentation, the same restraint that the brand advocates in its communication. The gold dropper is the only contrasting element, functioning as a point of discreet luxury. The black rubber cap completes the composition with weight and balance.
The label follows a strict typographical hierarchy: logo at the top, product name in bold serif font, subtitle in spaced uppercase, and positioning text in italics at the bottom. The result is packaging that communicates before it is read.
