Communication theory: SafeSkin

The SafeSkin identity is built around a supportive, calming, and emotionally warm communication system designed for teenagers with atopic dermatitis. Since flare-ups are often triggered or intensified by stress, the brand’s core metaphor focuses on gentle, encouraging messages embedded directly into the packaging and visual language. These short phrases act as small moments of care in a stressful daily routine, helping teenagers feel seen, understood, and emotionally supported in school and beyond.

A central part of the brand’s metaphor is the use of periodic table–inspired elements. The ingredients are stylized as «chemical symbols» that turn into supportive messages, creating a sense of friendly dialogue between the product and the user. This approach transforms the packaging into a motivational space where each element feels like it’s speaking directly to the teenager, offering calmness, reassurance, or a simple reminder to breathe.