STUDIO LOTTA NIEMINEN'S SOPHISTICATED BRAND IDENTITY FOR ERLY LEANS ON EXQUISITE COLOUR COMBINATIONS AND A CONFIDENT LOGO

Summary from the TLDR Design newsletter

A decade after shifting from illustration to running her own graphic design practice, Lotta Nieminen and her studio have created a refined yet playful identity for Erly, a clean skincare brand focused on personalisation. Centered on a logo inspired by the circular motion of blending skincare products, the system uses soft, merging letterforms, confident scaling, sophisticated muted tones paired with neons, and an adaptable typographic toolkit to balance elegance with approachability across packaging and digital touchpoints.