Ugly Duckling — Package Design

Ugly Duckling is a fictional skincare brand that focuses on the experience of self care over offering a “solution to all acne” to consumers. 

Inspired by the story of the Ugly Duckling, this brand communicates the value of patience and self-love to encorage consumers to grow into their truest selves, without the influence of modern beauty standards.

Taking a mystical approach to skincare packaging, gradients of yellow, pink, purple, and blue are paired with magical yet structured type.

All swan imagery is screenprinted with acrylic based ink. The swan image that bleeds from the front of the box to its right panel is flocked with black fibers. The use of texture throughout the packaging relates to natural skin textures and aims to elevate the buyer’s experience as they interact with the physical packaging.