Pentagram Invokes Venn Diagram For Science-Based Skincare Line

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Pentagram has developed the branding for VENN, a science-based skincare line, including naming for the product, brand strategy, positioning and messaging, and visual identity, packaging and website. Made of nontoxic ingredients, the anti-aging concentrate combines the multiple steps that typically involve numerous products into a streamlined process and, reports the company, its advanced technology penetrates skin more effectively. Pentagram developed a strategy that focuses on the science behind the product, creating  the concept of “warm science” as the foundation of the rational, evidence-based skincare brand.

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Warm science is intended to encompasses the product’s seeming contradictions — it’s efficient and practical, yet premium and luxurious; it’s made of natural key ingredients, yet technologically advanced. The concept is also captured in the name, inspired by a Venn diagram, suggesting the overlapping of elements and the intersection of science and nature, its many benefits distilled into a single formulation, and the potency of the combination. The logo layers the “V” and the “N,” forming a Venn diagram that visually echoes the name and conveys the integrative qualities of the product. The look and feel is minimal, conveying efficiency and efficacy.

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Natasha Jen is partner on the project; the Pentagram team included Ran Zheng, Joseph Han, Georgina McDonald, and Ena Yun, with collaborator Brenda Natoli. Photography is by Gentl and Hyers

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