Skin Cupid — Brand Storytelling and Flagship Store Experience for K-Beauty Skincare Retailer
I led the creative brand storytelling and visual identity development for Skin Cupid, a fast-growing UK retail brand bringing the best of Korean skincare to a culturally aware, digital-first audience. The work included a full narrative and visual refresh, from the creation of a bespoke Cupid mascot to brand styling, experience and animation, helping launch their flagship store and support ongoing national growth. (www.skincupid.co.uk)
Brand Storytelling / Visual Identity / Character Design / Animation / In-Store Activation / Brand Guidelines
Strategic Storytelling for Cultural Relevance
Skin Cupid had already carved out a strong niche, bringing the best of Korean skincare to UK audiences. But with national growth ahead and a new flagship store in development, the brand needed a sharper, more emotionally engaging story. The concept of “Cupid as your skincare matchmaker” became the foundation — guiding a refined brand narrative that connected across digital, retail, and experience.
Character Creation and Brand World Building
To bring this story to life, we created a custom Cupid mascot — a distinctive, culturally relevant character that personifies the brand’s charm and personality. From early sketches to full animation, every detail was crafted with intent, giving the character a voice, movement, and energy that customers could instantly connect with. The Cupid now sits at the heart of the brand world, playing a key role in campaigns, digital storytelling, and in-store moments.
Visual Identity and Styling System
We evolved Skin Cupid’s visual identity with a bolder, more expressive styling system — playful but premium, consistent yet full of personality. Refined colours, graphics and layouts helped unify the brand across every channel, from social media to retail packaging. The goal wasn’t to reinvent the brand, but to elevate and energise what was already resonating with its audience.
Retail Experience and Flagship Launch
For the launch of Skin Cupid’s first flagship store on Tottenham Court Road, we worked closely with the team to translate the brand world into an immersive, physical experience. Every detail was considered — from an illustrated 7x7 metre ceiling mural that immerses visitors in Cupid’s world, to a bespoke claw machine that adds playful engagement in-store. Animated loyalty visuals, interactive displays, and branded touchpoints brought the story to life at every step of the customer journey, turning retail into a fully realised expression of the brand.
A Brand Built for Growth
The result is a skincare brand with greater clarity, creative depth, and cultural resonance. By deepening the story and sharpening the experience, Skin Cupid now feels more confident, more connected, and more ready for scale — not just as a skincare retailer, but as a standout lifestyle brand defining a new category in beauty.
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