Fawn

For people who pimple.

Taking young skin seriously.

How do you get teens to back away from TikTok-trending skincare that’s too adult-rated for their Bambi skin? Create a playful brand with scientific cred that teens WANT to display. Meet Fawn, a skincare line co-founded by teen sisters, with formulas perfected by their live-in dermatologist (AKA mom).

— What We Did

  • Consumer Research
  • Brand Strategy
  • Brand Voice Identity
  • Naming
  • Strategic Messaging
  • Copy Toolkit
  • Visual Identity Design
  • Packaging Design
  • Art Direction 
  • Brand Style Guide
A set of four Fawn products: acne wipes, foaming cleanser, pore shrink mask, and peptide serum.
A teen girl holding a bottle of Fawn pore shrink mask product.
An animated graphic that reads "Derm Formulated for Teen Skin"

The Fawn brand name and logo are inspired by teens finding their footing as they begin to show up in the world. The wordmark’s serifs echo a fawn’s hooves. Packaging colors coordinate but aren’t matchy-matchy to celebrate teenkind trying on different identities.

The fawn logo.
A set of three teen girls using Fawn products: Clarity Cloud foaming cleanser, Pore Shrink Mask, and Acne Wipes.
A teen girl blowing Fawn foam cleanser from her hands.
Fawn Clarity Cloud foaming cleanser with a cloud of foam around the bottle.
A graphic telling what ingredients are in Fawn Acne Wipes: Salicyclic Acid, TCA Compound, Boswellia, Oligopeptide-10, Allantoin
A graphic telling what ingredients are in Fawn Pore Shrink Mask: Bentonite Clay, Glycolic Acid, Salicylic Acid, Lactic Acid, Tea Tree Oil, Lavender Oil
A graphic telling what ingredients are in Fawn Clarity Cloud Cleanser: Salicylic acid, Glycolic acid, Tea Tree oil, and Lavender oil
A graphic telling what ingredients are in Fawn Spotless Peptide Serum: Hyaluronic Acid, Niacinamide, Oligopeptide-10, Green Tea Extract
A playful scene of the four Fawn products: acne wipes, foaming cleanser, pore shrink mask, and peptide serum.

Throughout the process, Governess vibe-checked with teens and collaborated with the co-founders (including one Zoom call in high school Study Hall) to make sure design, positioning, and messaging were on point. Not too hardcore. Not too cutesy. Targeted like a good glycolic. Good skin starts young, and it’s time teenkind knows it.

A set of three images of teen girls using Fawn products.
Fawn acne wipes and Fawn Clarity Cloud Cleanser on a light blue background.
A Fawn tote bag with a sun and waves graphic that reads "Born in California."
A text graphic that says "End breakout drama forever"
A text graphic that reads "The foaming pimple eater"
A text graphic that reads "Blackheads are dead to us."
A text graphic that reads "Pimple-pausing hydration, plz."
An ad for Faw that reads: "Did you know? Pimples start below the surface 3 months before they pop up. Aka, you should be treating them now."
A teen girl smiling and holding Fawn Acne Wipes on a pink background.
A t-shirt design for Fawn that reads "Peace, Love, Skincare Fawn" and features a loose drawing of a deer.
A teen girl holding a closeup of the Fawn Spotless Peptide Serum bottle.
A graphic that says "You're glowing. Welcome to the Fawn Fam!"

Peep more projects

Ⓒ 2024 Governess.

Governess Icon - G
Ready to
work
create
launch
scale
rock
hang
with the G'nesses?
Get in Touch