D’fy is a bold, ingredients-led skincare brand created for Gen Z. It speaks directly to a new generation of consumers who value transparency, inclusivity, and effectiveness, without the clichés. With gender-neutral products and unapologetic messaging, D’fy challenges outdated beauty standards and encourages self-expression over perfection. From packaging to promotion, the brand identity is designed to stand out. With slogans like “Clean Skin, Dirty Rules” and “Disrupt the Routine,” D’fy positions itself as more than just skincare; it’s a cultural statement. This project presents the full brand rollout, including product packaging, campaign photography, billboards, social media content, and website design. Every touchpoint is crafted to feel fresh, relevant, and aligned with the values and aesthetic expectations of today’s youth audience.
