Interviews with Edmund Lim

The layout is kept clean and uncluttered to reflect a sense of trust and expertise, while the use of bold, vibrant colors ensures strong shelf impact and immediate visibility in the fast-moving consumer goods market. Beyond aesthetics, the design incorporates carefully considered visual cues that resonate with consumers on an emotional level, conveying both the functional benefits of dermatological care and the aspirational qualities of confidence and vitality. This balance of scientific authority and emotional appeal allows the packaging to stand out not only as a product but as an experience, forging a deeper connection between brand and consumer.

The design will be established as a benchmark, guiding the brand’s visual identity moving forward.

The design was developed within the span of a month, following a thoughtful and deliberate creative process. By carefully curating a palette of colors and refining key design elements, we have crafted the final concepts that best capture the brand’s vision and objectives.

The brief commissioned to us is to create a bold new creative direction for the brand; one that elevates its identity while strengthening its connection with consumers. The objective is not only to refresh the visual language but also to communicate in a way that feels more advanced, high-tech, and emotionally resonant. By combining sleek, modern design cues with elements that spark a deeper emotional response, the new look aims to position the brand as both cutting-edge and relatable. This approach ensures the brand stands out in a competitive landscape, while at the same time forging stronger bonds with consumers who seek products that reflect innovation, trust, and authenticity.

The challenge of defining a bold new creative direction; one that inspires and motivates the brand’s next chapter.

Targeted at consumers who desire products with a higher level of expertise to meet their personal needs.

The design has been well received by both the clients and the organization.

Clever ideas paired with vibrant visuals. These are the things that attaches me to become a designer.

Although I was fairly active in Art during my secondary school days, pursuing it as a career wasn’t something I had considered. It all began when a friend asked me to accompany him to NAFA—I simply tagged along.

Design focused on educating children about sustainability.

Stay curiosity and have the desire to improve. Dare to start the project over again if something is wrong.

Design is all about making things work better, look smarter, and yes prettier too. It’s creativity with purpose, aimed at making the world just a little better.

One of my favorite designs was a board game I created for my final-year project. It focused on sustainability and was designed to teach children about saving endangered animals. Through the game, players learn about different species, the threats posed by poachers, and the ways we can help protect wildlife. The choices made during the game shape the outcome, putting the responsibility in the players’ hands. This project also earned me my very first award, making it even more memorable.

We’re grateful to the organization and the jury for recognizing the value in our work. That said, it’s important we remain humble and stay focused on what’s next.

We’re a branding agency nestled in the Little Red Dot (hello, Singapore!), and we’re all about crafting designs you won’t forget, visuals that pop, and packaging designs that tell a story. Think of us as your brand’s creative best friend, with bold creativity to help your identity shine and truly vibe with your audience.

Design is all about making things work better, look smarter, and yes prettier too. It’s creativity with purpose, aimed at making the world just a little better.

I’d love to keep the brief open, so we have the freedom to explore different design directions and possibilities.

One of my favorite designs was a board game I created for my final-year project. It focused on sustainability and was designed to teach children about saving endangered animals. Through the game, players learn about different species, the threats posed by poachers, and the ways we can help protect wildlife. The choices made during the game shape the outcome, putting the responsibility in the players’ hands. This project also earned me my very first award, making it even more memorable.

When alone and quiet at night

I believe a good design must effectively communicate with its audience emotionally.

Curiosity and the desire to improve

The color palette was carefully selected to convey a sense of maturity and scientific credibility while maintaining strong shelf appeal. The deep navy evokes trust and dermatological expertise, while the emerald tones introduce vibrancy and freshness; ensuring the design remains both authoritative and visually engaging to consumers.

The choice of tactile materials was driven by the desire to translate the sensorial aspect of dermatology into the packaging experience. The soft-touch matte finish evokes the smoothness and comfort associated with healthy hair, while the subtle embossing accentuates key details, reinforcing the brand’s precision and care. Together, these elements create a tangible connection that reflects the product’s promise of efficacy and refinement.

We approached the information hierarchy with clarity and restraint in mind. Key product details such as function and scientific claims were given prominence through clean typography and strategic placement, while generous white space allowed the design to breathe. This balance ensured that essential information stands out instantly, maintaining both visual harmony and a sense of clinical sophistication.

I believe what resonated most with the jury was the project’s ability to merge scientific credibility with emotional appeal through minimalism. Courage 2.0 redefined the typical dermatological packaging language by introducing texture, and visual clarity without compromising its clinical integrity. The innovative use of color, material finishes, and structured simplicity created a fresh, modern interpretation of science-led beauty; an approach that felt both intelligent and human.

Our research revealed a growing shift in the FMCG market toward simplicity, authenticity, and science-backed transparency. Consumers are increasingly drawn to designs that communicate trust and efficacy without overwhelming visuals. These insights guided us to adopt a minimalist yet confident approach-clean structures, refined typography, and purposeful color use; ensuring Courage 2.0 stood out with both professional credibility and contemporary appeal.

One of the main challenges was balancing the premium visual and tactile quality of the transparent sticker with the need for efficient large-scale production. Achieving precise color consistency and adhesion on the transparent substrate required close collaboration with our printing partners and multiple material tests. Through careful calibration of finishes and print layers, we managed to maintain the desired clarity, texture, and durability. Ensuring the final result delivered both luxury and practicality.

Courage 2.0 Packaging Design reflects the evolution of our creative partnership through a more holistic approach that combines strategy, aesthetics, and user experience. The project challenged us to move beyond conventional skincare packaging by integrating dermatological credibility with premium sensorial elements, creating a design that communicates both scientific efficacy and emotional appeal. It also marked new ground for our studio, as we explored how materiality, texture, and minimalism could work together to transform complex scientific concepts into a clear, engaging, and memorable consumer experience.

We recognised that consumers appreciate packaging that feels premium, trustworthy, and visually engaging. Our minimalist approach was therefore carefully balanced with subtle sensory and visual cues, including refined material finishes, tactile embossing, and a considered colour palette that enhanced shelf presence without compromising clarity. By focusing on universally understood principles of dermatological credibility, clean design, and premium craftsmanship, we were able to create packaging that resonated with local consumer expectations while maintaining a contemporary, globally relevant aesthetic.

I believe Courage 2.0 highlights a growing shift towards packaging that seamlessly combines scientific credibility with a premium sensory experience. Rather than relying on excessive visual elements, the design uses minimalism, tactile finishes, and clear information hierarchy to build trust and communicate efficacy. As consumers become more informed and discerning, dermatological brands will increasingly need to balance clinical authority with emotional engagement. This approach has the potential to influence future packaging trends by encouraging brands to focus on clarity, materiality, and meaningful user experiences, ultimately elevating the perception of dermatological products across the broader industry.