Pixelwarps
Case 06 / Brand identity and packaging

RxGenesys: designing a skincare brand from a blank page

RxGenesys was a new skincare brand, built from scratch around its founder's stem-cell technology. I designed the logo, the bottles, and the boxes, and worked with a 3D modeler on the renders that became the production pieces. I also assisted creative direction on the infomercial, the website, and the sales presentations.

Client
Xpand CG, the founder's company, for its RxGenesys brand. Partnered directly with the founder.
My role
Logo, bottles, and boxes. Assisted creative direction on the infomercial, website, and presentations.
Channel
Direct response, on TV and online
Result
Sold through its production; the brand ran for five to six years
Render of the RxGenesys 4-step Stem Cell Anti-Aging System kit, front and back, with four numbered bottles in a window box
The 4-step kit / Production render

01 / The brief

A new brand with a name and nothing else.

The founder had chosen the name. Everything people would actually see was still to be made: the logo, the bottles, and the boxes, for a brand sold directly to consumers on TV and online.

Five RxGenesys logo concepts exploring type weight, color, and where the hexagon sits beside the final s
Logo concepts / Weight, color, and hexagon studies
The RxGenesys logo in teal, with a hexagon above the final s and the line By Jeffrey Gibson MD
The final logo

02 / What I did

From first concepts to production bottles.

  1. Logo

    Designed the mark

  2. Bottles

    Designed the line / Finishes set with the founder

  3. Boxes

    Kit and retail boxes

  4. 3D

    Renders with a 3D modeler, used for production

  5. Launch

    Assisted creative direction: infomercial, website, presentations

Early concept render of tall faceted RxGenesys bottles and a jar with measurement marks
Gen 1 / Faceted bottles
Early concept render of four silver RxGenesys bottles
Later concept / Silver bottles
Final RxGenesys bottles: three white with chrome bands and one deep teal serum, each numbered as a regimen step
Production / White and teal

03 / Decisions

Two calls made with the founder.

01

Number the regimen.

The brand was built on its science, so we wanted using it to feel like following a scientific regimen: clear steps, in order. Each product is a numbered step, 1 Cleanse, 2 Hydrate, 3 Renew, 4 Reveal, and the numbers appear on every bottle and across the kit.

02

Spend on the product, not the bottle.

The bottles went through a silver concept, but silver was too expensive to manufacture, and we wanted customers paying for the product more than the packaging. White bottles with chrome bands kept the line looking premium at a lower cost, with the serum set apart in deep teal.

04 / The range

Extending the original line.

In 2017 the range grew beyond the original four bottles. The new products carried a bold Rx monogram across jars, boxes, and sheet masks.

RxChrono-Cure moisturizer box and jar with a large Rx monogram and a stopwatch illustration
RxChrono-Cure / Box and jar
RxSupreme sheet mask box and sachet with the Rx monogram and a face illustration
RxSupreme / Sheet mask box and sachet

05 / Result

Five to six years on sale.

The line sold through its production, and the brand ran for five to six years.Sold direct to consumers on TV and online.

RxGenesys trade show booth with the product line lit on a shelf below a screen playing the commercial
Trade show, 2015 / My brand materials and packaging on the booth