AEQIUM

• VISUAL IDENTITY
• PACKAGING DESIGN
• CREATIVE DIRECTION
• CONTENT CREATION

Aeqium presented JMD with a design opportunity; to create a luxury skincare line grounded in science, efficacy, and balance. Founded by Italian entrepreneurs Francesco Balestrieri and Alla Reitsma, the brand was conceived as a holistic system rooted in skin health. Drawing from its Italian heritage, the identity expresses a refined sense of elegance, beauty, and well-being, balancing clinical precision with an elevated, sensorial approach.

This philosophy is realized through a design language that features tall, weighty glass cylinders paired with low, sculptural jars, creating a composed and visually striking landscape. A palette of deep Mediterranean blues and crisp whites introduces freshness and vitality, while metallic finishes reflect light like the sea. In contrast, uncoated secondary packaging, accented with touches of blue and gold, adds warmth and tactility- resulting in a system that feels both refined and intentional, where luxury and efficacy exist in quiet harmony.