Estrid Skincare

Studio Ahremark’s relationship with Estrid began in the early days, prior to the brand’s initial introduction to the public. Estrid approached Studio Ahremark to elevate and reshape their initial visual concepts to better fit an increasingly picky and demanding audience.

At its core, the overarching identity that we have created together with Estrid is “effortlessly cool,” a branding solution that embraces contrasts and contradictions—soft and hard, blushing and swear words. Estrid has the mind of a rebel with a sharp wit, never “just cute” without a contrasting edge. The identity embodies a tongue-in-cheek maverick—the underdog who says “no” and “I don’t care” in the same breath. So… Not cute? Yeah—cute, cute as hell, but cute with a razor-sharp edge, an IDGAF attitude, and cocksure ideals.

The packaging system for Estrid’s skincare products is designed to disrupt and challenge industry giants with an honest, raw, and intimate approach to skincare packaging. There is an emphasis on the contrast between the soft and the sharp; it is bold and lovable, cute and shameless, creating a stage for honest, edgy, and humorous copy.

The packaging features a dusty pink hue with subtle embossed details. A heavy serif [GT Super] is set in the richest of blacks, highlighting product names as well as engaging copy, often cut off or wrapping around edges. The layout is anchored in a structured system with a precise grid and carefully constrained type scale variations, ensuring everything is orderly and intentional. For contrast, we incorporated the occasional sticker that adds a playful touch of charm.