Propia is a dermatologist-founded skincare brand built on a simple but powerful belief: effective skincare doesn’t need theatrics. It needs integrity. Our task was to translate that ethos into a brand world that feels clean, modern, and scientifically assured while staying warm, accessible, and deeply human.

We crafted a visual and verbal identity that mirrors Propia’s philosophy of transparent, transformative care. The brand system blends clinical precision with a quiet, confident elegance: minimal typography, a restrained yet inviting color palette, and packaging architecture engineered for clarity and ease. Every touchpoint reinforces Propia’s commitment to vegan, cruelty-free formulations rooted in dermal expertise.

From the overall identity to the full suite of product packaging, our approach prioritized trust, readability, and a sense of purposeful simplicity. The result is a brand that doesn’t just look effective—it feels reliable. One that empowers users with science-backed solutions while elevating their daily rituals into moments of confident self-care.

Client: Propia
Creative Director: Onur Gökalp
Strategy Director: Hatice Çağlar
Strategy/Brand Writer: Hatice Çağlar & Deniz Yenihayat
Project Director: Elif Abidinoğlu
Art Directors: Oğuz Can Yazgı, A.Berkin Ay
3D Motion: Sinan Yazıcı
Graphic Designer: Okay Aksu