London-based design agency Free The Birds has partnered with clean beauty brand Loum to develop Loum Beauty of Calm – a premium skincare range.

Developed with a professional psycho-dermatologist to undo stress-related effects on skin, Loum Beauty of Calm is said to consists of “peaceful colourways and soothing gradients to input its ‘science of calm’ to its visual identity”.

Free The Birds has also introduced guidelines for the Loum website to support the serenity of the brand’s identity in typography, packaging and social media direction. This includes equal, balanced airy spaces in Loum’s font and logo design, as well as models being directed to have their eyes closed, infusing the brand with an unconscious calm, soothing and meditative feel.

This graphic simplicity of soft shades and subtle designs by Free The Birds has reflected Loum’s mission: ‘where there is stress we will bring calm’, contrasting with competitors whose brands are visually louder and vibrant.

Kat Bryce, global brand VP of LOUM Beauty of Calm, said: “Free the Birds took on a unique and challenging brief – how could we create a brand organically rooted in the science of calm, from its ethos to its brand identity and its execution.

“Their strategic and thoughtful approach helped us not only define the brand’s visual identity but create a world of calm that is not only beautiful but feels very much needed in these uncertain times. We hope that together we’ve created a brand that can truly be a force for good, enabling every woman to discover the beauty of calm”.

Nick Vaus, partner and creative director of Free The Birds, added: “During a year of tumult and uncertainty, working on a project like this has been such a beacon of light for us. Calm is a complex theme and we have thoroughly enjoyed working on its portrayal as something actively beneficial.

“This concept has the huge benefit of being authentic: When you are calm you are even more beautiful, and the brand identity we have devised for Loum products communicates this in a number of ways. It was a fantastic brief, allowing a truly holistic approach which went so far beyond packaging and a logo design.”

Featured in an exclusive launch by US Vogue, the Loum Beauty of Calm range consists of eight skincare products, including cleansers, masks, serum, moisturizers and an essential oil, all designed to undo the effects of stress on skin, including dryness / dullness, oiliness and breakouts and accelerated aging. Loum products will be sold directly to US customers at the end of the August, with retail expected to follow shortly afterwards.