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Supported Racinne — a premium Canadian skincare brand — with brand storytelling, packaging direction, and digital experience.
racinne.comRacinne is a premium Korean-Canadian skincare brand grounded in scientifically validated botanical actives — Panax ginseng, fermented green tea, honey, and other high-efficacy naturals — formulated in Korea and brought to market through Canadian distribution. Evolve led the identity system, packaging architecture, e-commerce platform, and the first two years of go-to-market for a portfolio designed to compete on shelf against both K-beauty imports and Western prestige.
K-beauty is one of the most crowded, most visually saturated shelves in retail. Every brand claims a founder story, an ingredient hero, and a minimalist aesthetic. Racinne needed to communicate real scientific rigor without falling into either the sterile-lab aesthetic that reads as pharmaceutical or the pastel minimalism that reads as interchangeable. It also had to bridge two markets with different design instincts — Korean retail (dense information, ingredient-forward, layered typography) and Canadian retail (restraint, whitespace, single hero statement).
We built a bridge identity: Korean typographic care applied to Western editorial restraint. A soft neutral palette (warm ivory, ceramic white, single accent) anchored packaging that lets the product silhouette do most of the work. Ingredient-forward copy is present but relegated to a secondary layer so it rewards close reading without shouting on the shelf. Photography direction leaned into botanical stills and close-up skin texture rather than aspirational lifestyle portraits. E-commerce was built on a modular product architecture so new SKUs and limited editions could roll in without a redesign.
Racinne launched into Canadian retail with a full identity system and an e-commerce platform capable of supporting multi-SKU expansion. The portfolio has since grown to include serums, creams, masks, and gift sets, and the brand has become a reference point for how to bridge K-beauty craft with Western retail sensibility.
Deliverables
- —Master brand identity + logotype
- —Packaging architecture (multi-SKU)
- —E-commerce site design + build
- —Editorial + product photography direction
- —Retail sell-in collateral
- —Ingredient story + copy voice
- —Launch marketing + PR support
“Evolve understood the Korean side and the Canadian side of what we were doing — and made them look like the same brand.”
Product & packaging
Warm ivory, ceramic white, and a single accent — packaging designed to let the product silhouette do the work.
Ingredient story
Panax ginseng, fermented green tea, honey — high-efficacy botanicals validated by real formulation science.
This dermatologist-recommended skincare has multiple lines suitable for all skin types. It’s a comprehensive approach to creating and maintaining healthy, glowing skin. Racine is the ultimate spa at home experience.
With brand positioning, we consider how the brand appears in the mind of your customers. The goal is to create a unique and lasting impression in a way that communicates trust, authenticity and reliable results. We positioned Racine, by making the direct link between the product’s value proposition and the brand’s promise, shaping the market’s perception of the brand’s potential. This was achieved with smart design, for we view design as a silent ambassador of your brand. Powerful branding depends not only on aesthetic features of brand elements but on the details such as message and emotional appeal standing behind it.
We design with its marketability in mind. The overall brand is what captivates the potential customer to visit your website. For Racinne, we focused on achieving high conversion rates by developing a brand identity that was intriguing and trustworthy. Coupled with a strong SEO strategy, we achieved international brand awareness. This identity was solidified when we clearly determined the brand touchpoints, and how to consistently communicate the brand both internally.
The logo is the most prominent symbol of brand image and the foundation of an effective marketing strategy, enabling its connection with the target audience. The brand guide is the most critical component of the brand foundation. Evolve took the role of brand consulting, by establishing the rules for logo placement, color palate, typography and overall tone of voice, forming a brand personality their audience can build an authentic connection with.
Experience with the Big Brands.
Brad Sherwin led brand storytelling and digital work for Racinne skincare.
Premium Skincare Storytelling
When launching a national campaign Racinne pairs Canadian botanicals with Korean formulation craft. Our brand work made that origin story tangible — through editorial typography, restrained palette, and quietly luxurious packaging cues.
