Packaging, brand, and web redesign of biotech skincare line
Hydrenza is a skincare line created by EPH Biotech, Inc. that aims to reverse aging and dryness. Made by clean, non-synthetic ingredients, Hydrenza products contain a unique differentiating ingredient called XtremoplexTM, a combination of proteins, amino acids, and enzymes.
I decided to give Hydrenza a major brand and UI/UX makeover because I was struck by its original scam-like look with plenty potential for improvement.
6 weeks (June—July 2019)
Solo project: Branding, packaging, UI/UX design
As I learned more about the brand, it stood out to me that the founders of Hydrenza were proud of the biotechnical advances utilized in its products. In particular, they highlighted the use of XtremoplexTM, a proprietory blend of enzymes and proteins made by their own bioreactors.
Hydrenza's tagline is "Naturally Transparent", emphasizing their clean, non-synthetic ingredients. Knowing this, my goal was to redesign the brand to highlight its scientific appeal with a minimalist, cool, and clean feeling. For the logo, I used a serif font with a symbol for a peptide on the side to better represent the company's value proposition.
For the web design portion of this project, I worked on creating solutions for the following problems that I identified:
After heuristic evaluations, competitive audits, user research, and multiple wireframe iterations, I designed the following desktop and mobile prototypes for Hydrenza's new website.
A large part of the redesign was dedicated towards the research behind the product. One of my biggest challenges was finding realistic information about the company and audience because Hydrenza is an obscure website. I had to dig a little deeper by cross-checking social media platforms and reviews to piece together Hydrenza's story.
I tested my designs with 12 women from ages 25-35, deemed to be the target audience, and iterated on their feedback to reach this final hi-fi prototype.
As one of my earlier attempts at conducting user testing, this project is valuable to me because it showed me how critical user feedback is when shaping real-world products. I also enjoyed curating the look and feel of the brand in concert with the digital product, but in retrospect, I would have liked to experiment further with the branding to capture part of the unique, old-school identity of the original Hydrenza brand.