Chick Skincare: Probiotic Skincare 0-1 Design
Chick Skincare: Probiotic Skincare 0-1 Design
Chick: 0-1 Designs Securing $65K in 10 Weeks
Chick: 0-1 Designs Securing $65K in 10 Weeks
At a Glance
My Role: Lead Product & Brand Designer
Team: Collaborated directly with 2 co-founders
Duration: 10-Week Internship
Key Contributions: End-to-end brand strategy, user research, logo design, product packaging, and foundational digital presence.
Outcome: Led end-to-end design process, from user research to production-ready assets, was instrumental in helping the company secure $65,000 in seed investment.
At a Glance
My Role: Lead Product & Brand Designer
Team: Collaborated directly with 2 co-founders
Duration: 10-Week Internship
Key Contributions: End-to-end brand strategy, user research, logo design, product packaging, and foundational digital presence.
Outcome: Led end-to-end design process, from user research to production-ready assets, was instrumental in helping the company secure $65,000 in seed investment.
Guiding Question:
Guiding Question:
How can we establish a skincare brand that emphasizes transparency and communicates the effectiveness of probiotic formulas for healthy skin?
How can we establish a skincare brand that emphasizes transparency and communicates the effectiveness of probiotic formulas for healthy skin?
Context
Context
Problem: Consumers lack a skincare product that protects the skin microbiome and honestly communicates their science, ingredients, and company goals, making it difficult for them to make confident and informed purchasing decisions
The Solution: Create robust branding and product packing that informs consumers of the benefits of probiotic skincare and reflects the company's commitments to boldness, science, transparency, and authenticity.
Problem: Consumers lack a skincare product that protects the skin microbiome and honestly communicates their science, ingredients, and company goals, making it difficult for them to make confident and informed purchasing decisions
The Solution: Create robust branding and product packing that informs consumers of the benefits of probiotic skincare and reflects the company's commitments to boldness, science, transparency, and authenticity.
Research and Discovery
Research and Discovery
To build a brand that could stand out, I conducted a dual-pronged research plan. I wanted the companies designs decisions to be rooted in evidence and consumer needs. I started with market research to understand the competitive landscape, which validated that consumers crave novel, scientifically-backed products. To go beyond the data and understand the 'why' behind purchasing decisions, I then led over 60+ qualitative user interviews. I even went to Wholefoods to conduct “guerilla” research to get authentic insights from our target audience
To build a brand that could stand out, I conducted a dual-pronged research plan. I wanted the companies designs decisions to be rooted in evidence and consumer needs. I started with market research to understand the competitive landscape, which validated that consumers crave novel, scientifically-backed products. To go beyond the data and understand the 'why' behind purchasing decisions, I then led over 60+ qualitative user interviews. I even went to Wholefoods to conduct “guerilla” research to get authentic insights from our target audience
Critical Insights
Critical Insights
This deep dive revealed three critical insights:
consumers are skeptical and need transparency in product
trust is built through scientific credibility and story telling
Clean, minimalist aesthetics signify high-quality products
This deep dive revealed three critical insights:
consumers are skeptical and need transparency in product
trust is built through scientific credibility and story telling
Clean, minimalist aesthetics signify high-quality products
These insights became the foundation for our entire brand strategy and guided my work. We knew Chick couldn't just be another pretty skincare line; it had to be a brand built on Boldness, Scientific Basis, Transparency, and Authenticity. These four core values, sourced directly from our user research, guided every single design decision that followed, from the logo to the final packaging. They were my touching point, and each decisions came back to these researched-based pillars.
These insights became the foundation for our entire brand strategy and guided my work. We knew Chick couldn't just be another pretty skincare line; it had to be a brand built on Boldness, Scientific Basis, Transparency, and Authenticity. These four core values, sourced directly from our user research, guided every single design decision that followed, from the logo to the final packaging. They were my touching point, and each decisions came back to these researched-based pillars.
Synthesis
Synthesis
Through our research, our team quickly realized that consumers could benefit from our products, but we weren't exactly sure who. We needed to figure out who we wanted to target, and why. People who struggle with skincare issues tend to be young adults who deal with hormone imbalances. Women also are typically the main consumers of these products.
Through our research, our team quickly realized that consumers could benefit from our products, but we weren't exactly sure who. We needed to figure out who we wanted to target, and why. People who struggle with skincare issues tend to be young adults who deal with hormone imbalances. Women also are typically the main consumers of these products.
Personas
Personas
These two demographics are too ambiguous and need more details. Using FigJam, the founders and I honed in on the customers we wanted to attract. With our two archetypes, we tried to be as specific as possible, which was difficult but fun.
These two demographics are too ambiguous and need more details. Using FigJam, the founders and I honed in on the customers we wanted to attract. With our two archetypes, we tried to be as specific as possible, which was difficult but fun.
Ruby: "The Outdoorsy Organic Adventurer"
Ruby: "The Outdoorsy Organic Adventurer"
"I want to be intentional with what I put on my body, but I don't have time to worry about it. I need something natural and effective that aligns with my active lifestyle."
"I want to be intentional with what I put on my body, but I don't have time to worry about it. I need something natural and effective that aligns with my active lifestyle."
Goal: To find a skincare product backed by science that uses natural, organic ingredients to support her holistic health and wellness values.
Pain Point: Struggles with skin sensitivity to synthetic ingredients and fears using products with unrecognizable chemicals.
Need: A transparent brand that is upfront about its mission and formula, allowing her to make a confident and informed purchasing decision.
Goal: To find a skincare product backed by science that uses natural, organic ingredients to support her holistic health and wellness values.
Pain Point: Struggles with skin sensitivity to synthetic ingredients and fears using products with unrecognizable chemicals.
Need: A transparent brand that is upfront about its mission and formula, allowing her to make a confident and informed purchasing decision.
Caroline: "The Health-Conscious Trendsetter
Caroline: "The Health-Conscious Trendsetter
"I want the best products, and I need them to be effective, aesthetic, and fit seamlessly into my routine. I don't follow trends, I set them."
"I want the best products, and I need them to be effective, aesthetic, and fit seamlessly into my routine. I don't follow trends, I set them."
Goal: To find niche, effective skincare products that support her active, trend-setting lifestyle and appear both clean and chic.
Pain Point: Frustrated by trendy products that don't live up to their hype and a lack of options that are both genuinely helpful and aesthetically pleasing.
Need: A product that is recommended by credible sources (like dermatologists or trusted influencers) and offers a high-quality, trustworthy experience from the packaging to the performance.
Goal: To find niche, effective skincare products that support her active, trend-setting lifestyle and appear both clean and chic.
Pain Point: Frustrated by trendy products that don't live up to their hype and a lack of options that are both genuinely helpful and aesthetically pleasing.
Need: A product that is recommended by credible sources (like dermatologists or trusted influencers) and offers a high-quality, trustworthy experience from the packaging to the performance.
Need Statements
Need Statements
Shaping our ideal customers allowed us to focus on the challenges consumers face. With these in mind, I was able to create need statements that identified and addressed each of the biggest challenges consumers face.
Shaping our ideal customers allowed us to focus on the challenges consumers face. With these in mind, I was able to create need statements that identified and addressed each of the biggest challenges consumers face.
#1 Novel Products
As a risk-taking and experimental young person, I need effective novelty, so that I can satisfy my sense of adventure and desire for the unconventional.
#2 Organic Solutions
As someone who is wary of chemicals, I need a natural and organic solution, so that I feel like I am making the cleanest and healthiest decisions possible.
#3 Transparency
As a health-conscious individual frustrated by deceit, I need transparency and simplicity, so that I can feel like I am not being taken advantage of.
#4 Science First
As a research-oriented young adult experiencing decision fatigue, I need evidence-based information explicitly communicated, so that I can make definitive decisions.
#5 Minimalism
As a young person bored by “hyper minimalism”, I need a balance of vibrancy and reliability, so that I can get see the true personalities of others without sacrificing my high standards for quality.
#1 Novel Products
As a risk-taking and experimental young person, I need effective novelty, so that I can satisfy my sense of adventure and desire for the unconventional.
#2 Organic Solutions
As someone who is wary of chemicals, I need a natural and organic solution, so that I feel like I am making the cleanest and healthiest decisions possible.
#3 Transparency
As a health-conscious individual frustrated by deceit, I need transparency and simplicity, so that I can feel like I am not being taken advantage of.
#4 Science First
As a research-oriented young adult experiencing decision fatigue, I need evidence-based information explicitly communicated, so that I can make definitive decisions.
#5 Minimalism
As a young person bored by “hyper minimalism”, I need a balance of vibrancy and reliability, so that I can get see the true personalities of others without sacrificing my high standards for quality.
Mission Statement and Values
Mission Statement and Values
Chick Looks to Shift the Focus of Skincare from Skin Sterilization to Skin Strength.
Chick Looks to Shift the Focus of Skincare from Skin Sterilization to Skin Strength.
Looking at our need statements, my founders and I created a mission statement that encapsulated what Chick's goal is as a company. Step by step we were able to get to a focused objective as a company. Our personas helped shape our need statements, and from there we decided how we wanted to impact consumers. We also established our core values based on what challenges our company can provide solutions for.
Having a mission statement and clear values is the foundation of our branding, and provides clear constraints to ensure the design reflects our core beliefs.
Looking at our need statements, my founders and I created a mission statement that encapsulated what Chick's goal is as a company. Step by step we were able to get to a focused objective as a company. Our personas helped shape our need statements, and from there we decided how we wanted to impact consumers. We also established our core values based on what challenges our company can provide solutions for.
Having a mission statement and clear values is the foundation of our branding, and provides clear constraints to ensure the design reflects our core beliefs.
Boldness.
Chick is upfront about their mission and their products. We want to clear as possible for consumers
Scientific Basis.
Chick products are rooted in scientific research and use cutting-edge probiotic formulas to strengthen skin
Transparency.
We want our customers to trust us, and we do this by communicating how our products are made and what's in them
Authenticity.
Our products make people feel confident and support natural beauty through organic ingredients and formulas
Boldness.
Chick is upfront about their mission and their products. We want to clear as possible for consumers
Scientific Basis.
Chick products are rooted in scientific research and use cutting-edge probiotic formulas to strengthen skin
Transparency.
We want our customers to trust us, and we do this by communicating how our products are made and what's in them
Authenticity.
Our products make people feel confident and support natural beauty through organic ingredients and formulas
Ideation
Ideation
Based on user interviews, consumers prefer a simple and elegant company. This came as a challenge, as I wanted our company to be up-front and bold in presenting itself while also clearly being a skincare company. I needed to find a way to balance the bold and the elegant.
I had to remember to toe the line between fun boldness and elegant skincare.
First I wanted to explore other brands that have a similar approach to their products. We wanted to be Fun Like Sun Bum, Bold like RXBars, and Transparent like Ordinary
Based on user interviews, consumers prefer a simple and elegant company. This came as a challenge, as I wanted our company to be up-front and bold in presenting itself while also clearly being a skincare company. I needed to find a way to balance the bold and the elegant.
I had to remember to toe the line between fun boldness and elegant skincare.
First I wanted to explore other brands that have a similar approach to their products. We wanted to be Fun Like Sun Bum, Bold like RXBars, and Transparent like Ordinary
Sketches To User-Validated Concept
Sketches To User-Validated Concept
I sketched on index cards and had the core values of the company in mind while letting my pen go to work. Down below I have shown just four of maybe 30 index cards. Each of these cards contained a final iteration considered for the final logo.
I sketched on index cards and had the core values of the company in mind while letting my pen go to work. Down below I have shown just four of maybe 30 index cards. Each of these cards contained a final iteration considered for the final logo.
User Testing
User Testing
Now with a landscape of logos and fonts, I needed to figure out which were the most desirable and appealing for consumers. I knew at this point that I wanted people to pick the independent icons and fonts that seemed most intriguing to them and aligned with our branding guidelines.
Using preference ranking, I asked users to combine the top three fonts and logo ideations to create a logo that was aligned with the design principles established from the research phase. After asking about 30 people for their input, I tallied each of the logos and fonts that were picked.
Now with a landscape of logos and fonts, I needed to figure out which were the most desirable and appealing for consumers. I knew at this point that I wanted people to pick the independent icons and fonts that seemed most intriguing to them and aligned with our branding guidelines.
Using preference ranking, I asked users to combine the top three fonts and logo ideations to create a logo that was aligned with the design principles established from the research phase. After asking about 30 people for their input, I tallied each of the logos and fonts that were picked.
After conducting about 30 of these rankings, it was clear which combination had the most first-place rankings. I landed on this final logo. I was excited at first and I thought that it aligned with our company values and goals, but for some reason, I wasn't satisfied...
After conducting about 30 of these rankings, it was clear which combination had the most first-place rankings. I landed on this final logo. I was excited at first and I thought that it aligned with our company values and goals, but for some reason, I wasn't satisfied...
Strategic Pivot
Strategic Pivot
Although we landed on this logo through user testing, it didn’t feel right. After working on packaging for a week, I realized that our logo wasn't aligned with a key aspect of our company: our bold personality. The font wasn't providing this personality so I started rethinking the font choices.
My main concern was that consumers would see this logo on an actual product, not just a FigJam board. From my neuroscience background, I knew adding some context would be extremely helpful for the user in making their decision. To do this, I took many of the same fonts picked early, and made them thicker and bolder. In Illustrator I made a mockup of what the front of our packaging could look like and only changed the logo.
From here I printed out each prototype and moved around the office and asked the target consumers. Users were guided to pick their top three through process of elimination and preferred rankings.
Although we landed on this logo through user testing, it didn’t feel right. After working on packaging for a week, I realized that our logo wasn't aligned with a key aspect of our company: our bold personality. The font wasn't providing this personality so I started rethinking the font choices.
My main concern was that consumers would see this logo on an actual product, not just a FigJam board. From my neuroscience background, I knew adding some context would be extremely helpful for the user in making their decision. To do this, I took many of the same fonts picked early, and made them thicker and bolder. In Illustrator I made a mockup of what the front of our packaging could look like and only changed the logo.
From here I printed out each prototype and moved around the office and asked the target consumers. Users were guided to pick their top three through process of elimination and preferred rankings.
From these sketches we made bare-bones wireframes for the prototype. We didn’t have much time in our class left and we wanted to dedicate the bulk of our time on a high-fidelity prototype.
From these sketches we made bare-bones wireframes for the prototype. We didn’t have much time in our class left and we wanted to dedicate the bulk of our time on a high-fidelity prototype.
Final Logo
Final Logo
This logo reflects Chick's values as the typography is narrow, bold, and modern. It is bold and eye-catching, yet has qualities that make it seem like a skincare brand.The icon also provides personality to the logo, while also showing the qualities of trust and honesty through the simplicity of the vector image.
These qualities reflect Chick's balance between fun and scientific. It appears both bold and elegant, which can target our intended audience. My founders were ecstatic about the logo and believed it aligned with their company and values.
This logo reflects Chick's values as the typography is narrow, bold, and modern. It is bold and eye-catching, yet has qualities that make it seem like a skincare brand.The icon also provides personality to the logo, while also showing the qualities of trust and honesty through the simplicity of the vector image.
These qualities reflect Chick's balance between fun and scientific. It appears both bold and elegant, which can target our intended audience. My founders were ecstatic about the logo and believed it aligned with their company and values.
Final Design and Packaging
Final Design and Packaging
With our packaging, I wanted the content to be straightforward but also fun. The packaging should bring out the personality of the company and have designs that are eye-catching, but not overwhelming to the point where consumers thought our product was illegitimate.
Our company emphasizes transparency, which means that each panel should be bold, concise, and informative. With my first designs, I knew I wanted to somehow communicate to consumers that the product is probiotic, without even needing to read the content on the package. I'm a huge fan of pattern designs, so I blended my style with bacteria, as this is the main differentiating factor of Chick.
With our packaging, I wanted the content to be straightforward but also fun. The packaging should bring out the personality of the company and have designs that are eye-catching, but not overwhelming to the point where consumers thought our product was illegitimate.
Our company emphasizes transparency, which means that each panel should be bold, concise, and informative. With my first designs, I knew I wanted to somehow communicate to consumers that the product is probiotic, without even needing to read the content on the package. I'm a huge fan of pattern designs, so I blended my style with bacteria, as this is the main differentiating factor of Chick.
It was here that I began to notice something was off. I realized that the logo's font wasn't bold, and needed to be reassessed which was discussed earlier. To set up the user feedback, I made all the designs have the same front panel and color with only the logo being different. Down below are two examples.
It was here that I began to notice something was off. I realized that the logo's font wasn't bold, and needed to be reassessed which was discussed earlier. To set up the user feedback, I made all the designs have the same front panel and color with only the logo being different. Down below are two examples.
With this feedback, I created more impactful products aligned with Chick’s goal to be authentic and honest. Designs are a way to build trust with users, and I wanted to be transparent so consumers understand that Chick is genuine and honest.
With this feedback, I created more impactful products aligned with Chick’s goal to be authentic and honest. Designs are a way to build trust with users, and I wanted to be transparent so consumers understand that Chick is genuine and honest.
Packaging User Feedback
Packaging User Feedback
In the end, there were six boxes with different palettes. For this, I looked to our target audience and asked for their input. I folded one of the boxes into a flimsy prototype of the box while I presented a printed-out version of the boxes. I followed the same process of elimination, where users eliminated three options, and then ranked the final three designs.
In the end, there were six boxes with different palettes. For this, I looked to our target audience and asked for their input. I folded one of the boxes into a flimsy prototype of the box while I presented a printed-out version of the boxes. I followed the same process of elimination, where users eliminated three options, and then ranked the final three designs.
I gathered feedback but soon realized that the data was likely skewed. With only one prototype available, it naturally received the most votes. As a result, I decided to discard this data to ensure it didn't impact my future interviews. This led me to explore a new method, starting with additional box folding.
I gathered feedback but soon realized that the data was likely skewed. With only one prototype available, it naturally received the most votes. As a result, I decided to discard this data to ensure it didn't impact my future interviews. This led me to explore a new method, starting with additional box folding.
Finalizing Designs
Finalizing Designs
To get more accurate feedback on my packaging, I needed to make it more realistic and make each design a prototype. I printed each design dieline, folded them, and held them together with tape. My computer was used as a platter for the prototypes while I went around and asked users their opinions.
To get more accurate feedback on my packaging, I needed to make it more realistic and make each design a prototype. I printed each design dieline, folded them, and held them together with tape. My computer was used as a platter for the prototypes while I went around and asked users their opinions.
The data turned out nice with there being three color options that were out favored the remaining three designs. Below are the rankings of the three iterations for the face-masks.
The data turned out nice with there being three color options that were out favored the remaining three designs. Below are the rankings of the three iterations for the face-masks.
The user feedback made me feel confident in my designs and I liked the way they looked. My founders loved them and were extremely excited because they were able to bring the prototypes to a venture competition. If you look hard down below you can see them sitting on the table along with the banner I had created for the table.
The user feedback made me feel confident in my designs and I liked the way they looked. My founders loved them and were extremely excited because they were able to bring the prototypes to a venture competition. If you look hard down below you can see them sitting on the table along with the banner I had created for the table.
Final Products and Outcomes
Final Products and Outcomes
This new color method worked perfectly. The data from the second round clearly pointed to three winning color palettes, which we used for our final product line. I created three distinct final products.
This new color method worked perfectly. The data from the second round clearly pointed to three winning color palettes, which we used for our final product line. I created three distinct final products.
Results
Results
The founders were thrilled with the final products and I felt satisfied with my work. They aligned with our core values and needs of target users. We had an excellent final business outcome as well, as Chick secured a total of 65K in other 10 weeks from a WashU key investor and startup seed funding competitions. With no real formula developed, my designs and the founder’s story we the only two things pitched to secure funds.
The founders were thrilled with the final products and I felt satisfied with my work. They aligned with our core values and needs of target users. We had an excellent final business outcome as well, as Chick secured a total of 65K in other 10 weeks from a WashU key investor and startup seed funding competitions. With no real formula developed, my designs and the founder’s story we the only two things pitched to secure funds.
$65K
Raised in 10 weeks with no product- just my designs and the founder's story
Raised in 10 weeks with no product- just my designs and the founder's story
Reflections & Learnings
Reflections & Learnings
I learned that a brand's mission is the ultimate design constraint.
This project was a masterclass in using a brand's core values as a north star for every design decision. The iterative process of creating the logo and packaging was successful because every choice was measured against our four pillars: Boldness, Scientific Basis, Transparency, and Authenticity. It taught me that a strong brand strategy is the most powerful tool for creating a cohesive and impactful user experience.
I learned that a brand's mission is the ultimate design constraint.
This project was a masterclass in using a brand's core values as a north star for every design decision. The iterative process of creating the logo and packaging was successful because every choice was measured against our four pillars: Boldness, Scientific Basis, Transparency, and Authenticity. It taught me that a strong brand strategy is the most powerful tool for creating a cohesive and impactful user experience.
Product strategy grows directly from user pain points.
Working at a startup forced me to move beyond just design principles and adopt a true product-thinking mindset. Conducting over 60 user interviews and translating that raw feedback into personas and need statements was invaluable. It solidified for me that the most successful products aren't built on creative ideas alone; they are built as direct solutions to the real, tangible problems that people face.
Product strategy grows directly from user pain points.
Working at a startup forced me to move beyond just design principles and adopt a true product-thinking mindset. Conducting over 60 user interviews and translating that raw feedback into personas and need statements was invaluable. It solidified for me that the most successful products aren't built on creative ideas alone; they are built as direct solutions to the real, tangible problems that people face.