S'eau Prima Brand Design
As Creative Director, co-founder Sybil Steele shares that working with talented artists is one of the most rewarding aspects of the job.
Having worked with Verena Mitchelitsch on many projects, Sybil was endlessly in love with her vision and knew she would be the perfect designer for S'eau Prima. If you look closely, deeper layers in Verena's work unveil themselves over time. Curious elements infused with symbolism are valuable to a brand trying to communicate much more than what you see at face value. As a creative director for Gossamer and collaborations with Alexa Proba and other talented artists, she combines modern elegance with a playful sensibility. Here is the back story on how Verena made brought the vision of S'eau Prima's founders come to life.
When Karen and I gave Verena our creative brief, we knew we were swimming in a very saturated skincare market and wanted to fit in effortlessly with the brands we admired, yet stand out as the first one you notice.
Curious elements infused with symbolism are valuable to a brand trying to communicate much more than what you see at face value.
We brought this ingredient to market because we wanted it to be an iconic daily staple in a woman's arsenal. We wanted every woman to have this modern wonder on her bathroom shelf. The woman who owned our product would feel celebrated, empowered, and cared for. After all, our S'eau Prima muse is a woman who has an ever-growing list of demands on her time — her successful career and side hustle(s), relationships, family life and personal values (activism, growth mindset). For her, self-care isn't an indulgence; it's the fuel that allows her to stay on top of her days. She doesn't have time for a 12-step routine skincare routine. She looks for efficacy and ease.
Enter Verena. Originally from Austria but living in New York for the past ten-plus years, her work comes mostly from word of mouth and returning clients (large and small) who come to her time and time again for her unique visual point of view. We asked Verena a few questions to reflect on how the visual elements came to life and to learn a bit more about the woman behind the design.
Is there anything in particular that inspired you about the brand we were trying to create?
The visual world of S’eau Prima to me is purity, elegance, with a big splash of boldness. The brand identity and art direction was very much inspired by that.
The visual world of S’eau Prima to me is purity, elegance, with a big splash of boldness. The brand identity and art direction was very much inspired by that.
I wanted to create a visual world that embodies both the benefits and functions of the product, as well as the bold vision for the brand that Sybil and Karen have.
Tell us about what we now call the sigil (a symbol with magical powers).
The icon is very much inspired by fluidity and transformation. The S transforms into the P and back into the S. The logo mark feels very illustrative and symbol-like, I loved the idea of working with it in a very big and iconic way. Similar to the big, powerful difference the product makes to your skin. Visually the play with scale also helps to create an interesting tension, and gives the brand a fresh and modern feel.
Visually, the play with scale also helps to create an interesting tension, and gives the brand a fresh and modern feel.
What is one product you can’t live without?
Don’t want to give that answer but probably my iPhone.
Beauty product: any sunscreen (currently Avene Hydrance Uv Rich Hydrating Cream Spf 30).
Best career advice for young designers?
Find your true passion or niche. There are so many ways / industries / specialties to focus on. Find something you are truly passionate about. Of course in the beginning of your career you probably want to try out a lot of things, for me, the older I get, the more I limit the services I offer.
What brings you back to balance?
Doing things with my 17-month-old boy.
And yoga.
What does the world need more of?
Healing, compassion and peace.