JellyLab — 2025

JellyLab

A full brand identity for a UK skincare label making playful, hydrating hyaluronic-acid jelly masks.

Client
JellyLab
Services
Brand Identity, Packaging, Art Direction
Year
2025
A lilac pattern of JellyLab logo stickers with one glossy pink logomark sticker at the centre.

The brand need

JellyLab makes hydrating hyaluronic-acid jelly face masks in the UK, and wanted a brand as fun and fresh as the products themselves — playful and youthful without losing the credibility a skincare label needs. The identity had to stretch from a single sticker to full packaging and merch while keeping that squishy, joyful personality intact.

The solution

A full brand identity for a UK skincare label making playful, hydrating hyaluronic-acid jelly masks.

JellyLab primary-logo guideline — the bubbly wordmark with notes on its water-drop and overlapping-letter cues.
The primary wordmark, and the thinking behind it.
JellyLab logomark guideline — the coral 'JL' symbol built from algae, a moisturisation drop and the initials.
The logomark: algae + moisturisation + JL.
The JellyLab logomark as a die-cut sticker.
The logomark works as a standalone badge.
JellyLab 'Orange Glow' hydrating jelly-mask jars — lilac tubs with an orange drip lid, shown front and back.
'Orange Glow' jelly-mask packaging, front and back.
A pink canvas tote printed with the JellyLab logomark, hanging on a lilac wall.
Merch keeps the pattern-and-colour world going.

Process

  1. Step 01 A fluid, playful wordmark

    The primary logo is a soft, bubbly wordmark whose overlapping letters nod to the topical, layered nature of the products — instantly readable and unmistakably playful.

  2. Step 02 A logomark with meaning

    A standalone logomark fuses algae, a moisturisation drop and the 'JL' initials into one coral symbol, so the brand still reads at small sizes where the wordmark won't fit.

  3. Step 03 A world of pattern and colour

    Lilac and pink anchor a system built for repetition — a hand-drawn pattern of flasks, hearts and leaves ties stickers, packaging and totes together into one cohesive, collectable world.

Outcome

The result is a skincare identity that feels like a treat — a flexible, pattern-rich system that carries JellyLab from jar to tote with the same squishy charm, and gives a young UK label a look as memorable as its masks.