Equals Even

Equals Even is a doctor-founded skincare brand created specifically for teenage skin. Founded by identical twin doctors Kathryn and Helen, the brand was born from a clear gap in the market: too many teen skincare products felt either overly harsh, overly complicated or heavy on marketing without enough substance behind them. Drawing on years of dermatology experience across the NHS and private practice, they set out to create a more thoughtful alternative: a streamlined skincare range grounded in real medical knowledge. We partnered with them from the ground up, developing the name, visual identity, packaging system and e-commerce website to create a brand that could speak clearly and confidently to both teenagers and their parents.

Client: Equals Even
Year: 2025
Role: Brand StrategyNamingVisual IdentityPackagingE-commerce Website DesignE-commerce Website DevelopmentArt Direction

Rather than competing on trends, we built the brand around trust, clarity and calm confidence. We created the name Equals Even as both a reference to the founders being identical twins and a nod to the product promise of clearer, more balanced skin. The identity centres on a custom wordmark with an equals sign embedded into the first E, creating a simple but distinctive anchor for the brand. Around that, we developed a visual world that feels clean, contemporary and approachable, along with a packaging system that uses the =E device as a graphic language across the range. The e-commerce site was then designed to balance credibility with accessibility, helping the brand speak clearly to both teenagers and parents.

What set Equals Even apart from the outset was the substance behind it. This was not another skincare brand built around trends or hype, but one created by two doctors with a deep understanding of skin biology, hormonal change and the specific needs of teenage skin.

Equals Even skincare range in pump bottles

Equals Even skincare cartons shown together as a packaging range

Equals Even founders Kathryn and Helen with the skincare range

Equals Even campaign posters and skincare messaging

Equals Even serum carton artwork and packaging detail

Equals Even poster shown in a bedroom setting

The packaging system extends the core brand idea in a simple, recognisable way. By rotating and mirroring the =E device, we created a graphic language that gives the range strong shelf presence while helping every product feel clearly part of the same family.

Equals Even skincare packaging in a bathroom setting

Equals Even product packaging arranged against blue sky

Equals Even spot control serum packaging

Equals Even e-commerce website shown on laptop

Equals Even campaign image focused on calm skin and self-confidence

Equals Even social media campaign graphics

Equals Even skincare box photographed on mirror surface