Brand strategy, identity, and packaging for Elm Biosciences
Why did they use an elm leaf to signal hard science?
Red Antler partnered with Elm Biosciences to build a next-generation skincare brand that treats both external signs of aging and the internal triggers behind them. Developed with insights from more than 350 dermatologists and scientists—and launched with Martha Stewart and Dr. Dhaval Bhanusali—Elm’s system pairs a clinically advanced serum with a proprietary capsule to address oxidative stress, inflammation, and hormonal imbalance, strengthening skin from within. Red Antler delivered brand strategy, messaging, identity, and packaging that feel as rigorous as the science, avoiding clinical clichés. A precise elm leaf symbol, drawn from the symmetry of the Chinese elm, anchors the identity. Frosted glass vessels protect and spotlight the luminous gold serum, while clean typography replaces expected laboratory tropes with a language of clarity and intention, elevating Elm as clinically advanced, beautifully considered skincare.
Insights
- Red Antler built Elm Biosciences as a “next-generation” skincare system targeting both visible aging and its internal triggers—positioning it beyond topical-only routines.
- Product story is science-led: developed with insights from 350+ dermatologists and scientists, then launched publicly with Martha Stewart and dermatologist Dr. Dhaval Bhanusali to bridge credibility and culture.
- The system pairs a clinically advanced serum with a proprietary capsule to address specific internal drivers: oxidative stress, inflammation, and hormonal imbalance—framing “strengthening skin from within” as the differentiator.
- Identity avoids expected laboratory tropes: a precise elm leaf symbol derived from the symmetry of the Chinese elm anchors the brand, while clean typography replaces clinical clichés with a tone of “clarity and intention.”
- Packaging choices reinforce rigor and premium restraint: frosted glass vessels both protect the formula and spotlight the luminous gold serum—making the science feel tangible without looking medical.
