AA Angel

A clearer identity for professional skincare

AA Angel offers professional skincare products for beauty salons and premium skincare institutions, with a focus on problem-skin care. It addresses customers’ need for reassurance, professional guidance and a considered product experience across everyday care and product use.

Region: Guangzhou, Guangdong
Industry: Professional skincare
Scope: Brand strategy · Visual identity · Packaging

AChallenge The task

The project brings professional skincare, product information and salon services into one brand presentation. The brand handbook and a client-supplied questionnaire provide the basis.

BThinking The key decision

The strategy clarifies the brand role in problem-skin care and establishes an introduction sequence, moving from identity to products and services.

CDesign Content & visual work

Deep blue, silver, an emblem and bilingual lettering create a consistent identity across packaging, printed materials and service touchpoints.

DApplication Applications & delivery

Packaging, catalogues and service materials share the same identity, connecting product information, salon communication and brand presentation.

Strategy explained

Core challenge: Complex benefit language makes the care direction and product information difficult to assess.
Strategic focus: Focus on problem-skin care and explain the brand role, products and care steps in sequence.
Brand slogan: Focused on problem skin, a new care experience.
Role of the slogan: Establish a clear care direction and experience instead of relying on abstract benefit words.
Underlying principle: Professional trust requires understandable information and verifiable product support, with consistent design aiding recognition.