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A creative partnership dedicated to redefining Bodylines’ identity, aligning with their dual focus on natural skincare and non-surgical aesthetics, with a clean, holistic, and balanced appeal.
BODYLINES
2023
REBRAND
PROJECT SPEC
OSCO LONDON
Project Type
Rebrand
Services
Brand Design
Brand Architecture
Kinetic Motion Design
Website UI/UX
Industry
Skincare
Beauty
Aesthetics
Services
Brand Design
Brand Architecture
Kinetic Motion DesignPhotography
Art Direction
Event Graphics
We embarked on an ambitious project to redefine Fyous, a trailblazer in custom-made orthopaedic footwear. The task was to create a completely new brand identity, aligning with the brand's evolution and appealing to a direct-to-consumer market. Our focus was on illustrating the custom-engineered essence of Fyous footwear.
[OVERVIEW]
Brand Story
Bodylines was built on the belief that skincare should be both intuitive and effective. We partnered with the founders to build a brand that reflects a deeper approach to beauty - one rooted in nature, elevated by science, and designed to support lasting skin health. What began as a small clinic in London has grown into a holistic brand offering both natural skincare and aesthetic treatments with the same guiding principle: to care deeply, and work gently.
Brand architecture
At the heart of Bodylines are two distinct offerings - Bodylines Skincare, a line of science-backed natural products, and Bodylines Skin Clinic, specialising in non-surgical aesthetic treatments. Each supports the other. Together, they create a balanced, full-circle approach to skin health that prioritises care, clarity, and results.
Embracing Fyous' core values of innovation and precision, our design strategy encapsulated a modern, minimalist aesthetic while retaining its strong technical and medical roots. This translated into every aspect of the brand's new identity, from the master logo to the colour palette and beyond.
[APPROACH]
[SKIN CLINIC]
[SKIN CARE]
Visual identity
The identity is designed to feel calm but assured - a balance of minimalism and intention. The wordmark is set in a quietly confident serif, softened by generous spacing and grounded layout. The palette draws from neutral, natural tones to echo the purity of the products, while graphic restraint reflects a brand that doesn’t need to shout to be heard.
A critical aspect of our strategy was the seamless integration of 'Made in Sheffield' and 'Polymorphic' into the brand architecture. 'Made in Sheffield' emphasises Fyous' commitment to local craftsmanship, while 'Polymorphic' highlights its unique, custom moulding technology. Both sub-brands were designed to complement and strengthen the master Fyous brand.
[BRAND ARCHITECTURE]
Product label design
Each label was designed to be clear, calming and tactile. A monochromatic palette paired with soft matte finishes creates a sense of stillness, while clean typography and spacious layout ensure the information is precise and accessible. Every product is considered - from shape to finish - creating a system that feels cohesive and quietly elevated.
Due to polymorphic’s importance as a key component of Fyous, it was important to ensure that it was easily identifiable aand so we developed the bracket icon out of the Fyous logo to visualize that polymorphic technology is at the heart of Fyous. Whilst also using elements from the Fyous logo such as the 'o' to create design elements that can be used to support the brand i.e a dot grid which resembles the scanning technology Fyous uses.
[VISUAL CONSISTENCY]
Tone of voice
We developed a tone of voice that sits between the clinical and the botanical - warm, clear, and quietly authoritative. The language is rooted in simplicity, favouring clarity over claims. Across packaging, social, and digital, every word is chosen to reflect the brand’s values: transparency, care, and a belief in slow, science-led skincare.
Towards the project's conclusion, we conducted a comprehensive studio and lifestyle photoshoot. This allowed us to perfectly align the imagery with the rebranding vision, ensuring a cohesive visual narrative that beautifully complements the Fyous identity.
[PHOTOGRAPHY & IMAGERY]
Art direction
The art direction focuses on subtle textures, soft natural light, and neutral environments. Every image is composed with intention - celebrating product form, surface detail and material finish. We kept the styling minimal and the sets open, allowing the products to breathe and reflect the serene, grounded nature of the brand.
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