Aethrra | MORR

Aethrra

Aethrra is a conceptual skincare brand developed as part of our internal exploration into how modern beauty companies can express purity, softness, and scientific intention through visual identity. The goal was to create a visual language that feels weightless in itself — calm, refined, and rooted in the textures, rituals, and natural elements that define elevated skincare.

Problem

In the skincare world, most visual identities rely on clinical whites, generic botanicals, or overly minimal layouts. The category often under-communicates the emotional and sensory qualities of care. We wanted to challenge that norm by creating a system that reflects the softness, clarity, and quiet science behind modern skincare — something that feels gentle yet intentional, and unmistakably human.

Process

We began by defining the creative foundation: skincare as the quiet science of restoration. From there, we built the Aethrra identity around softness, clarity, and sensation. The logomark interprets a blooming petal form with geometric restraint, reflecting both natural hydration and controlled formulation. The color palette blends muted rose tones for warmth with soft neutrals for calm, while the typographic system uses a clean, contemporary sans-serif that carries a sense of gentle precision across packaging and digital touchpoints. The entire design system—mark construction, product layouts, and visual textures—was crafted to feel as lightweight as a gel cream but as considered as a clinical formula. Every detail was shaped to express the refined care behind the brand’s ethos: Elevate the Ritual.

The Result

The Aethrra identity illustrates how a skincare brand can feel elevated without drifting into clinical sterility or generic minimalism. It shows the potential for beauty brands to present themselves with both scientific credibility and emotional softness. This project is part of MORR’s ongoing creative research initiative—developing internal concepts that explore, challenge, and refine how we approach brand systems across categories.

Problem

Process

The Result

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