CRUCIALS

Crucials were starting a new standard in skin care transparency. Powerful actives. Proven Percentages. Clean formulations. Active skin care products formulated with a philosophy of True Transparency so you know not only what is going on your skin but more importantly how much of each active ingredient.

Crucials' branding centers on simplicity, transparency, and minimalism. The refined logo, designed to be reduced to a minimal brand mark, serves as a fundamental element—its negative space offering visual possibilities to reveal or conceal details, patterns, and information. The use of translucent papers and clear business cards further reinforces the concept of complete transparency. So we can focus - more on what works. More on what matters.