White moon

Skincare for a kinder world

Inspired by the story of the white rabbit who befriended a moon goddess and made the elixir of immortality for her, White Moon is born from a desire to create kinder skincare and bring transparency to the beauty industry.

Founded by Emma Froch in 2016, White Moon began life as Skincare with Compassion, a natural skincare brand and an early pioneer of natural, organic skincare. White Moon is honest skincare, crafted by years of careful research and endless curiosity, embracing pure, plant-based, ethically sourced ingredients, gently formulated by skincare experts to reawaken skin’s natural beauty.

We began by reimagining the brand with a new name, one which has a much deeper connection to Emma and the vision behind her kinder skincare. Working closely together, we developed a visual, tonal identity that reflects and weaves White Moon’s emotive story through every customer experience, far beyond the point of purchase. The soft, muted colour palette and delicate, contemporary type-treatments echo the brand ethos and create the mood, subtly combining the gentle elegance of serif typography and the simple clarity of sans serif.

As a mindful skincare brand, White Moon was designed with sustainability at its heart. In collaboration with Emma, we chose simple, sustainable materials for beautiful product packaging, including clear glass, paper labels and recyclable card boxes. The identity we created elevates the simplicity of these materials to create beautiful customer experiences, while staying true to the purity of Emma’s mission.