Skin Cupid - Strategic Storytelling & Character-Led Branding for UK Skincare Retail Growth
As part of my creative leadership at Klinical, I led the 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 creating a custom Cupid mascot, brand styling, and narrative development to support the launch of their flagship store and national growth.
(www.skincupid.co.uk)
Brand Storytelling / Mascot Creation & Animation / Brand Styling & Visual Identity / Digital & In-Store Activation / Brand Guidelines
Strategic Storytelling for Cultural Relevance
Skin Cupid had already established a strong niche — bringing the best of Korean skincare to UK audiences. But with national growth on the horizon and a new flagship store in development, the brand needed a clearer, more emotionally resonant story. The idea of “Cupid as your skincare matchmaker” became the anchor, guiding a refined brand narrative that resonated across content, experience, and touchpoints.
Character Creation and Brand World Building
To bring the story to life, we designed a custom Cupid mascot — a culturally relevant, ownable character representing the brand’s values and charm. From early sketches to animation, the character was crafted with detail and care, designed to move, speak and behave in ways that deepened audience connection. The Cupid became central to the brand world, supporting campaigns, digital content and in-store storytelling.
Visual Identity and Styling System
Beyond the character, we expanded Skin Cupid’s visual identity with a bold yet playful brand styling system. Colours, graphics and layouts were developed to create consistency and elevate the experience across channels — including digital, social and physical environments. The aim was not to reinvent, but to enhance and energise what was already working.
Retail Activation and Brand Rollout
As the brand moved towards the launch of its flagship store in central London, we worked closely with the team to ensure the strategy translated into tangible customer experience. From animated content to point-of-sale design, every element supported the narrative and strengthened the brand’s personality in real life.
A Brand Built for Growth
The result is a skincare brand with more clarity, confidence, and creative depth — one that feels more connected to its audience and more ready for scale. By deepening the story and sharpening the design, we helped position Skin Cupid as not just a skincare retailer, but a category-defining brand with long-term relevance.
