A key challenge was balancing a minimalist aesthetic with warmth and approachability. The skincare category often leans heavily into clinical or overly ornate designs, so the brand needed a look that felt both clean and inviting. Another challenge was conveying the brand’s deep connection to Icelandic nature—especially its famed geothermal waters—without relying on clichés. The identity had to feel authentic and rooted in the story of the Blue Lagoon, yet fresh and modern enough to attract a global audience. Additionally, creating a versatile design system that worked across packaging, digital platforms, and print materials required careful attention to detail and consistency, ensuring the brand’s calm and pure essence translated everywhere.