ByBu is a skincare brand created for tweens, designed to make self-care feel fun, approachable, and inclusive for everyone. The visual identity balances playful energy with trust, using a bright yet welcoming colour palette that resonates with a younger audience while remaining parent-friendly.

A custom emoji system was developed as a core part of the brand language, creating an engaging visual shorthand. The result is a flexible brand system that builds connection, encourages confidence, and makes skincare accessible to all.

CD: Nick Riley