tween skincare · brand strategy & identity

Playful, Empowering Branding
for The Palm Club

Playful, Empowering Branding
for The Palm Club

A gentle, joy-filled, and empowering skincare club for tweens, where confidence begins with care, not comparison.

BRANDING / CREATIVE SERVICES / CREATIVE DIRECTION / BRAND STRATEGY / PACKAGING DESIGN

CLIENT

Francesca de Palma

LOCATION

California

INDUSTRY

Tween Wellness

overview

The Palm Club is a tween skincare brand built for the generation growing up faster than any before it — Gen Alpha. With tweens ages 8–12 driving a $4.7B skincare market, the white space was enormous: nothing on shelves sat between childish glitter products and adult formulas packed with harsh actives their skin barrier isn't ready for.


The challenge was a delicate balancing act. Young girls want to feel grown-up — on their own terms. Their moms want clean, dermatologist-backed formulations they can actually trust. The Palm Club had to speak to both at once, without compromising either. We built a brand that does exactly that: fun without being babyish, elevated without being intimidating.

the objective

Build a brand that earns the trust of two very different people at once — the tween girl who wants to feel cool and seen, and the millennial mom who needs to feel safe before she hits checkout. Every decision had to thread that needle: fun and aspirational enough to live on a tween's vanity, clean and transparent enough for her mom to buy without hesitation.

CLIENT

Francesca de Palma

LOCATION

California

INDUSTRY

Tween Wellness

overview

The Palm Club is a tween skincare brand built for the generation growing up faster than any before it — Gen Alpha. With tweens ages 8–12 driving a $4.7B skincare market, the white space was enormous: nothing on shelves sat between childish glitter products and adult formulas packed with harsh actives their skin barrier isn't ready for.


The challenge was a delicate balancing act. Young girls want to feel grown-up — on their own terms. Their moms want clean, dermatologist-backed formulations they can actually trust. The Palm Club had to speak to both at once, without compromising either. We built a brand that does exactly that: fun without being babyish, elevated without being intimidating.

the objective

Build a brand that earns the trust of two very different people at once — the tween girl who wants to feel cool and seen, and the millennial mom who needs to feel safe before she hits checkout. Every decision had to thread that needle: fun and aspirational enough to live on a tween's vanity, clean and transparent enough for her mom to buy without hesitation.

CLIENT

Francesca de Palma

LOCATION

California

INDUSTRY

Tween Wellness

overview

The Palm Club is a tween skincare brand built for the generation growing up faster than any before it — Gen Alpha. With tweens ages 8–12 driving a $4.7B skincare market, the white space was enormous: nothing on shelves sat between childish glitter products and adult formulas packed with harsh actives their skin barrier isn't ready for.


The challenge was a delicate balancing act. Young girls want to feel grown-up — on their own terms. Their moms want clean, dermatologist-backed formulations they can actually trust. The Palm Club had to speak to both at once, without compromising either. We built a brand that does exactly that: fun without being babyish, elevated without being intimidating.

the objective

Build a brand that earns the trust of two very different people at once — the tween girl who wants to feel cool and seen, and the millennial mom who needs to feel safe before she hits checkout. Every decision had to thread that needle: fun and aspirational enough to live on a tween's vanity, clean and transparent enough for her mom to buy without hesitation.

The Brand World

Summer Skin: carefree, colorful, and club-like

Inspiration drawn from retro beach clubs, cotton-candy sunsets, and Gen Alpha's love of fun packaging and self-expression. Playful. Empowering. Wholesome. Inclusive. Girly-but-grown-up.

Vintage calligraphy paired with a modern font for that contemporary retro vibe. Line patterns and sticker-style illustrations live throughout, packaging that doubles as décor, self-care that feels like play.

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For founders ready to grow

BRANDING / WEB DESIGN /
CREATIVE SERVICES
/ DIGITAL & PRINT DESIGN /
CREATIVE CONSULTATIONS

BRANDING / WEB DESIGN /
CREATIVE SERVICES
/ DIGITAL & PRINT DESIGN /
CREATIVE CONSULTATIONS

Surface-level branding doesn't cut it anymore. You’re building something meaningful, and your brand should support that.

We combine strategy, storytelling, and elevated design to help you create a brand people remember, trust, and choose.

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