GelHydra

Turn 'hydrogel' around and you have GelHydra. The material is the same, water held in a soft, clear gel, but the emphasis has moved. Gel comes first, the texture you feel on a fingertip, and hydra follows with the promise of water.

In skincare that order matters. People shop by texture as much as by ingredient, and a gel suggests something light, cool and quick to sink in, the opposite of a heavy night cream. Hydra, which shares its root with the Greek word for water, has long been the industry's shorthand for moisture. The name puts both on the label before a word of copy is written. Biologists, meanwhile, know the hydra as a tiny freshwater animal that keeps renewing its own body, a pleasing omen for a skincare house.

The sketches imagine two settings. One is an aesthetic clinic in white marble and daylight, the wordmark on the wall behind reception while a practitioner talks a client through a tablet. The other is a retail shelf of cleanser, essence, serum, gel cream and sun shield in white and pale blue, above a rail that reads 'Intelligent Hydration. Healthy Glow.' Notice how the range names itself: Hydra Calm, Hydra Boost, Hydra Restore. The second half of the brand becomes a prefix for every product, so the line can grow without new vocabulary.

The logo is a single water drop between the two words, grey on one side and blue on the other. It would sit as comfortably on a clinic door as on a 30 ml bottle.