JaneClare — Fashion & Beauty, Retail
Pioneering truly natural skincare
Founded by Angela Lee, a former partner at an international law firm, JaneClare was established with an unwavering commitment to clean beauty at the highest safety standards. JaneClare is dedicated to creating formulations free from harmful chemicals while maintaining exceptional efficacy.
JaneClare’s directors approached us with a simple logo refresh project, but this evolved into a comprehensive reimagining of their entire brand identity and packaging system. This expanded scope allowed us to dive into JaneClare’s rich heritage and uncover a compelling narrative that had remained partially hidden since its founding in 2003.
Our branding journey began with looking at the most compelling elements of JaneClare’s story—the perfect union of Modern Chinese Medicine with cutting-edge scientific research, their uncompromising stance on ingredient purity, and their founding vision of efficacious natural skincare that genuinely works.
Working collaboratively with the JaneClare team, we developed a brand strategy that finally gave proper expression to their exceptional products and philosophy. The result positions JaneClare not merely as another natural skincare line but as a pioneering authority in scientific, truly natural formulations that deliver on their promises.
Core Value 1
We Care Deeply
JaneClare’s genuine commitment to improving skin health goes beyond commercial interests. Their passionate dedication to addressing challenging conditions like eczema and psoriasis stems from a profound understanding of how skin issues affect overall well-being. Our strategy positioned this empathetic approach as a cornerstone of their brand identity.
Core Value 2
Science-Backed Products
While many natural skincare brands rely solely on tradition, JaneClare distinguishes itself through rigorous scientific validation. We highlighted their investment in research and clinical testing, demonstrating how each formulation balances natural ingredients with proven efficacy—a powerful differentiator in their market segment.
Core Value 3
Trust Through Honesty
In an industry often characterised by exaggerated claims, JaneClare’s transparent approach to ingredient sourcing, manufacturing processes, and realistic results expectations stands out. Our communications emphasised this refreshing honesty, building credibility with increasingly knowledgeable consumers seeking authentic brands.
Our key messaging infused calmness, care, and credibility across every customer interaction. This balanced approach builds the trust essential for a brand offering natural remedies for challenging skin conditions like eczema and psoriasis.
The messaging balances emotional reassurance and scientific validation—precisely what consumers require when seeking relief from skin concerns. By maintaining consistency across all customer interactions, JaneClare’s communications reinforce their position as trusted experts who combine genuine empathy with proven natural efficacy.
We explored multiple creative directions during our concept phase, seeking ways to bring JaneClare’s vitality to life.
Our exploration led us to a balanced system combining natural elements with refined typography, creating the visual diversity needed to express the brand’s caring yet sophisticated personality.
When developing the brand identity, we focused on two essential aspects of JaneClare’s market position: its established reputation and maturity in the industry, alongside its innovative scientific approach to natural skincare.
The JaneClare seal captures common ingredients such as Gingko, Olive, Aloe and Almond. The butterfly illustrates the metaphor of renewal, while silk, created by silk-moths is a key ingredient to many of JaneClare’s products.
The JaneClare logomark constructed from an abstract ‘JC’ mark repeated and mirrored to create a unified whole.
The chosen typography communicates both heritage and innovation, reflecting the brand’s unique positioning at the intersection of time-honoured wisdom and contemporary science. We chose the Domaine font family from Klim Font Foundry for the brand’s typographic expression.
We extended the logotype to the group brand, LabJaneClare, and created logomarks for each brand.
— JaneClare logotype & logomark
— LabJaneClare logotype & monogram
The logomark is extended into a crest used on packaging with a ‘Quatrefoil’ — a four-leaf decorative shape commonly found in ornate windows and doorways in Chinese gardens.
The packaging design is built around the signature quatrefoil; colour coding is used to differentiate the five core product lines.
The shape is extended into a window in the front of the packaging, revealing removable product information cards. The information cards feature delicate watercolour illustrations of key botanical ingredients, adding an artistic dimension while maintaining the clean, minimalist aesthetic of the primary packaging.
This refined packaging system communicates JaneClare’s unique positioning—combining traditional wisdom with modern science in truly natural skincare formulations.
“As part of our ambitious market expansion strategy, which included the development of our three-story flagship store on Canton Road, we knew our brand needed to evolve. Engaging with Adam and Shirley for our rebranding proved to be an excellent decision.
The new logo design and packaging system they created have been exceptionally well-received by our clients. Their thoughtful approach to balancing our natural ethos with sophisticated design elements perfectly captured JaneClare's essence while elevating our market presence.
The rebrand has been instrumental in supporting our growth as we continue to expand our premium natural skincare offerings in new markets.”
— Angela Lee, Founder, JaneClare
