Ingenious, the UK’s first clinically validated collagen brand, has launched a new logo, visual identity, and packaging, all crafted by Unfound Studio. This refresh marks a shift for the brand, moving beyond its roots in collagen-based beauty products and stepping confidently into the broader wellness space, grounded in scientific credibility and innovation.
The old logo had a delicate, soft look. It leaned heavily on the word “BEAUTY,” with thin, sans-serif typography and a light blue palette that gave off clean, airy vibes—perfect for emphasizing purity and personal care. Hexagonal shapes were subtly woven into the design, a nod to molecular structures that highlighted the brand’s scientific foundation.
The new logo, though, is a whole different story. Gone is the beauty-centric feel. Now, “INGENIOUS” takes center stage, bold and unapologetic. The new typeface is geometric and clean, with sharp lines that suggest strength, reliability, and confidence. Its solid structure mirrors the brand’s dedication to delivering health solutions backed by science while fitting in with modern design trends.
The wordmark no longer plays up “BEAUTY,” signaling a clear shift toward wellness. The typography feels fresh, with crisp, angular letters that strike the perfect balance between sleek and authoritative. It’s visually striking, but more importantly, it reflects the brand’s focus on clarity and real results.
One of the biggest changes is that the decorative hexagons are gone. Instead, the new design relies purely on the power of the wordmark. This clean, minimalist approach puts the focus where it belongs—on the brand’s science-driven mission, not fancy graphics.
Light pastels are out, replaced by rich, saturated tones. Black and bold neutrals dominate, giving the brand a timeless, sophisticated feel. Pops of vibrant color are used sparingly, drawing attention to key details on the packaging. This shift isn’t just about aesthetics—it improves readability, especially online, where contrast is key.
Speaking of packaging, it’s been stripped back to basics, and it works. Think clean lines, lots of white space, and bold typography. The design feels sharp and modern, making the products stand out on shelves without screaming for attention. Clear labeling highlights product benefits, underscoring the brand’s promise of transparency and real results.
But this rebrand isn’t just skin deep. It’s about creating a cohesive identity across every touchpoint—whether scrolling through social media, unboxing a product, or browsing a website. This streamlined approach strengthens brand recognition and builds trust, reinforcing Ingenious’s standing in the wellness industry.
The bold typography, minimalist design, and sophisticated color palette speak to a company rooted in scientific excellence, committed to simplicity, and laser-focused on delivering effective products. This isn’t just a rebrand; it’s a statement of intent. Ingenious is here to lead with wellness solutions backed by rigorous research and genuine innovation.
