DHC SKINCARE
Redefining a Skincare Brand
Role: Digital Creative Director
CHALLENGE
Update the US branding for DHC to reflect authenticity and modernity across digital and print channels.
DHC began in 1972 as an educational translation company in Japan, its name standing for Daigaku Honyaku Center. The business made its foray into skincare when a visionary Japanese entrepreneur developed products using organic olives, launching collections that have endured for over 40 years.
SOLUTION
My creative strategy began with brand and competitive audits to understand DHC's market position and identify opportunities for differentiation.
I developed a visual language rooted in wabi-sabi, the beauty of imperfection and impermanence, using clean lines, thoughtful negative space, and a refined color palette that evoked authentic heritage without cultural stereotypes.
The update included a redesign of website and email streams, a refined brand voice, and new catalog, photography, and typography direction.
RESULT
A cohesive brand experience that felt distinctly Japanese yet accessible to American consumers, establishing a modern presence that could compete effectively in the premium skincare market. A special sticker gift-with-purchase was commissioned by a renowned Parisian illustrator, adding an exclusive artistic element that elevated the brand's authentic positioning.
