Ulike

Background

Founded in 2013, Ulike is a pioneer in the at-home IPL hair removal sector, aspiring to make products more accessible. Over the last ten years they’ve become a market leader in the Asian market and grown presence in over 17 countries globally.

With a large R&D team in Switzerland, Ulike prides themselves on the scientific precision and innovation that goes into their products. Their patented ice-cooling sapphire technology brings safety and comfort to efficient hair removal, setting them apart from their competition.

Challenge

Ulike’s vision is to bring a professional salon-grade hair removal experience to everyone in their own homes.

With their sights set on further global expansion, they needed our help in modernising the brand so it would resonate with an international audience.

Brand Expression

With beauty standards differing across Asian and Western markets, our rebrand needed to bridge that gap by celebrating and respecting both outlooks.

Underpinned by the brand values - Empowerment, Innovation and Trust, we created an identity that merges pioneering technology with luxury beauty standards.

The logo is a beacon of the brand, a simple and elegant manifestation of Ulike’s global success and distinctive beauty product experience.

Taking inspiration from Ulike’s unique name, we focused on the ‘U’, creating a simple yet effective graphic system and visual toolkit. The U symbolises the user, putting them at the heart of the experience.

With the primary red colour palette, we crafted a distinct look and feel for each product world. We incorporated a secondary palette of softer tones, and a collection of gradients inspired by both the brand colours and device hues, across various applications. They are built from subtle U curves and forms, ensuring they connect to the visual system.

The hero typeface is clean and modern and features a neutral design that complements the messaging and visual storytelling.

The art direction includes photography that celebrates individuality and the promotion of self love. Intimate and sensorial, they evoke the luxurious feeling that you get from the Ulike product.

Our icon library is used throughout brand touch points to help efficient identification and navigation. Despite their functional element, they are stylised to be ownable and harmonise with the brand identity.

Our versatile 3D elements draw inspiration from the U shape word marks. They serve as a dynamic backdrop, enhancing and elevating the visual impact across applications. To demonstrate how the brand can be applied to different channels of advertising, 
we created a series of design applications categorised into four fundamental areas:

- Digital multimedia- encompassing all aspects of website design
- Advertising applications- Out-of-home advertising and social media designs
- Printed applications- Print-based design
- Exhibition & displays- Tailored for creating impactful exhibition and display visuals

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'The collaboration between our team and DS resulted in a stunning and sophisticated brand image that beautifully blends technology and luxury. It was a great pleasure for us to work together and we are excited to bring the extraordinary Ulike to the world'.

Manner Lee,
Brand Design Manager