KERA
Good skin, no guesswork.
A self-directed men's skincare brand, built from a blank page to a full campaign. The whole pipeline run by one operator: naming and positioning, verbal and visual identity, the product system, the campaign, and the films.
Overview
One operator, start to finish
Kera is a self-directed men's skincare brand, built from a blank page to a full campaign. I ran the whole pipeline: naming and positioning, verbal and visual identity, the product system, the campaign, and the films.
The idea
Good skin, no guesswork
Most men want better skin and zero homework. The category answers that with either clinical drugstore packaging or overwrought luxury-grooming theatre, and both leave a guy guessing what to actually buy and in what order.
I built Kera on the opposite promise: good skin, no guesswork. A short, honest system that tells you exactly what to use, with nothing to decode.
“Good skin, no guesswork.”
Kera
Positioning
Approachable premium
Kera sits above the drugstore but below the intimidating luxury shelf. Function first, plainly spoken, confident without shouting.
It is made for the man who wants results and a routine he can actually keep.
Verbal identity
Talks like a straight-talking friend
Tagline, Good skin, no guesswork.
Voice: plain, direct, certain. No jargon, no miracle claims, no fluff. It talks the way a straight-talking friend would, the one who actually knows what works.
Visual identity
Warm and clean, the opposite of clinical
The palette stays in soft natural neutrals so the products feel calm and premium. A clean wordmark and a tight, legible type system carry the honesty of the brand. Nothing decorative that the message does not need.
Type pairs a warm contrast serif for headings with a clean grotesk for body.
Cream
#F5F1E9
Sand
#CBB593
Stone
#9A9389
Ink
#1A1815
The product
Three things that actually matter
A focused three-piece system: cleanser, moisturiser and SPF. Not a wall of products, the three things that actually matter, in the order you use them.
The kit is the brand idea made physical. No guesswork about where to start or what comes next.
The campaign
Quiet confidence, not a hard sell
A cinematic hero poster and a wide out-of-home billboard, built on the same calm, warm world. The products lead, the copy stays short, and the whole thing reads as quiet confidence rather than a hard sell.
The films
Three films, two opposite moods
A UGC-style cleanser spot, the honest, in-hand register that men's grooming actually sells in. Then two product-hero Hyper Motion commercials: the moisturiser in a dark moody studio, and the SPF in bright, sun-drenched light. Same brand, two opposite moods, to prove it holds either way.
Tools & process
One brand across the whole set
Built through Higgsfield. GPT Image 2 for anything with text, Nano Banana for product renders and image-to-image consistency, Marketing Studio for the UGC spot, and Hyper Motion for the product films. References carried forward at every step so the bottles, the kit and the marks stayed identical across the set.
Lock each asset before moving on, keep the palette tight, and a warm poster and a dark studio film still read as one brand.
“Kera. Built solo, end to end, with AI.”