This new luxury skincare brand, Lucid, will be competitive in the market place because of its attention to wellness and environmental sustainability. Lucid means clarity, brightness, and luminosity. Lucid aims to tackle the major issues people have when it comes to skincare: gender-agnostic, natural, non-irritating ingredients, free of parabens, sulfates, and phthaltates, zero waste, vegan, and palm-oil free.

The branding communicates a natural feeling by only using brown kraft paper and white & black inks. Since the design choice was made to go with less luxury materials for the boxes, the boxes themselves are intricately designed and are not just basic boxes. This communicates an attention to detail and care put into each product. The use of clear glass was intentional to communicate transparency and to allow the audience to see the colour and consistency of the product. Contemporary geometric patterns represent the natural and sophisticated personality of the brand. The shining sunburst communicates luminosity.