Omy Laboratories is a skincare brand that creates personalized products made to order. In addition to a customer survey about their skincare needs, Omy also uses AI to tailor serums and creams.
Recently, Omy enlisted the creative studio Wedge to develop a visual system and design refillable packaging.
“We met Omy at an inflection point while they were planning to expand across North America and Europe,” says Wedge co-founder and chief design officer Justin Lortie. “It was time for Omy to level up. To support the business ambitions, Wedge was mandated on a brand evolution to clarify who they were, strategically and visually—define a strong brand strategy and consumer-facing narrative, a new brand identity, brand voice, and packaging system, including direction on forms as part of the brand signature.”
The new wordmark is sophisticated, using a bold sans-serif font with the “lab” or “laboratories” placed in superscript. A secondary serif font balances the primary typeface and adds elegance to the visual identity. Additionally, a color system was created to call out the different features of each product, such as “ultra soothe,” “multi-action,” “ultra-hydrating,” and other skincare-related functions. The color system is easy-to-understand, and each feature is accompanied by a number as well.
The color system is set against a white background, making the features stand out more on the pack. Each personalized serum and cream replaces the “Lab” next to Omy with the customer’s name.
Omy Laboratories is a certified B Corporation, and Wedge created a refillable system that is entirely recyclable. Plastic refills are placed inside glass bottles and dispensed via a pump that is also recyclable since it contains no metal springs.
Wedge’s brand refresh elevates Omy Laboratories’ look, and the personalized packaging creates a strong connection between the brand and the customer. The refillable system is innovative, and while it is not plastic-free, it is entirely recyclable, which is progress considering the amount of plastic waste in the beauty and personal care categories.
