Your name says a lot about you
When acne treatment brand Clinically Clear launched their own product line, they wanted to create names that were proprietary, easy to remember, and reflective of their delightful, authentic personality.
We decided to keep the names concise and consistent but also descriptive so clients could easily identify them among other brands and bottles in their bathroom cabinets. We opted for 2-3 words and alliterative phrasing for each name (when possible, though trademarking held us up for a few of them). Shane Kingery designed the packaging, and Sarah Neuburger created the fun illustrations.
Below are photos of each product with the old and new product names + the descriptors we added.

Old Name: Radiance Boost
New Name: Refine + Equalize Toner
New Descriptor: The daily-use, balancing revitalizer

Old Name: Pore-Clearing Cleanser
New Name: Oil Control Gel Cleanser
New Descriptor: The oil-diminishing daily wash

Old Name: Rescue Gel
New Name: S.O.S. Serum
New Descriptor: The imperfection eliminator (aka: your new best friend)

Old Name: Ultra Gentle Cleansing Lotion
New Name: Mild Pre-Cleanser
New Descriptor: The face-freshening, fragrance-free, first-step cleanser

Old Name: Ultra Gentle Cleansing Gel
New Name: Gentle Gel Cleanser
New Descriptor: The super-light, fragrance-free, sensitive skin wash

Old Name: Instant Calm Complex
New Name: Soothing Serum
New Descriptor: The redness-reducing solution

Old Name: B3 Enzyme exfoliating crème
New Name: Exfoliating Corrective Crème
New Descriptor: The no-scrub, natural-enzyme mask

Old Name: Zinc/Sulfur mask
New Name: Repair + Rebalance Mask
New Descriptor: The congestion-busting, oil dissolving acne remedy

Old Name: Oil-Free Hydrating Fluid
New Name: Lightweight Finishing Moisturizer
New Descriptor: The oil-free skin conditioner

Old Name: AHA/BHA Cleansing Mousse
New Name: Pore Purifying Foam
New Descriptor: The deep-cleansing, oil-fighting powerhouse

Old Name: Clear Skin Ultra Gel
New Name: Daily Defense Serum
New Descriptor: The skin-clearing + smoothing solution
Client: Clinically Clear
Design Director: Kingery Design Co.
Illustrations: Sarah Neuburger
Photography: Caroline Fontenot
Styling: Candice Lorraine
Tags: