ANTINORM IDENTITY, STRATEGY
THE CHALLENGE
Where clarity meets care
Antinorm is a multifunctional personal care brand designed for the fast-paced modern woman. Built on the ethos of clarity over chaos, it delivers intelligent, time-saving solutions that simplify daily routines without compromising on efficacy or elegance.
How can Antinorm go beyond a visual style to inspire a genuine shift in consumer behavior — one that embodies clarity and decluttering as a holistic lifestyle
SOLUTION
Create a design system where colours become a means of instilling brand memory and recognition. Hence categorising products and reducing product clutter.
USER
MENTALITY SHIFT
Juggles a lot, but prioritises tasks
Chooses her brands intentionally— including personal care
Surrounded by way too many options
Considers smarter + time saving brands
Lives Oppulently
Invests in luxury with intension
Believes in decluttering life in general
Adopts re-usable hacks/ habits that support decluttering
MAIN CONCEPT
Antinorm is a visual identity that rejects the endless personal care routines repeatedly marketed as “self-care,” Antinorm does more than define a product’s look. Its design shapes the consumer’s environment, simplifying interactions and guiding them toward clarity and efficiency.
Every element — from packaging to spatial presence — is crafted to reduce visual and mental clutter, turning the act of self-care into a seamless, empowering experience.
LOGO
The logo centers on a distinct ‘A’ inspired by the cross mark (X), symbolizing Antinorm’s rejection of excess. Rounded edges and subtle contrasts balance softness with strength, reflecting the brand’s clarity and purpose..
PACKAGING SYSTEM + COLOUR USAGE
Each bottle is distinguished by a unique hue assigned to its category — a color system that builds strong differentiation and lasting brand memory.
The brand consists of different categories of Serums
Hair : that nourishes and protects
Skin : Overall skin health and radiance
Face: Targeting sensitive areas around the eyes, chin etc
Body: All area below the face
