DryMelt I Branding Strategy - Work

Challenge

Branding to position DryMelt as a disruptive technology within the competitive cosmetics industry

In 2024, we collaborated with the Bioengineering Institute of Technology at UIC, an innovation centre dedicated to developing cutting-edge biotechnological solutions for the cosmetics and biomedical industries. Our challenge was to create the branding and communication strategy for DryMelt — a patented bioactive technology representing a scientific breakthrough in skincare.

This unique solution — solid, single-dose, water-soluble, and free from preservatives and microplastics — makes it possible to formulate natural, highly customisable products compatible with a wide range of active ingredients

Construcción conceptual del logotipo DryMelt a partir de los conceptos “Dry” y “Melt”, desarrollado por Nomon Design agencia de branding.

The main challenge was to position this disruptive technology within a constantly evolving market, where consumer demands revolve around preservative-free, microplastic-free, natural and sustainable products that deliver meaningful health results.

The key lay in communicating its distinctive value and competitive advantages to empower cosmetic brands to innovate and stand out with a solution that combines sustainability, high performance and a unique sensory experience.

Primer plano de piel femenina con palabras clave de la marca DryMelt, desarrollada por Nomon Design, agencia de branding.

Process

We created a branding system ensuring that every element reflected DryMelt’s innovative and sustainable essence

To tackle this project, at NOMON DESIGN we developed a comprehensive process encompassing branding strategy, verbal and corporate identity, packaging design, and communication materials — ensuring that each element reflected the innovative and sustainable essence of DryMelt.

Based on the track record of the Bioengineering Institute of Technology at UIC and the differentiating attributes of the technology, we defined the strategic pillars that would guide the brand’s positioning and storytelling:

1. Transformative innovation: redefining the concept of traditional cosmetic products by introducing a sustainable, highly effective format adaptable to various applications, enabling cosmetic brands to transform and create new products through an efficient and versatile solution.

2. Responsible innovation: expressing a commitment to sustainability throughout the entire life cycle. From its solid, waterless formulation to the design of the primary packaging, DryMelt encourages the creation of fully biodegradable, instantly soluble cosmetics, promoting a more responsible future.

3. Innovation for people’s wellbeing: its patented bioactive technology demonstrates a commitment to developing innovative solutions that prioritise personal care and wellbeing. It allows the incorporation of any active ingredient without preservatives or microplastics, offering unique, natural and personalised results.

Once the values of the new technology were defined, we created its corporate storytelling, aligned with the essence of UIC’s Bioengineering team: to innovate, transform and advance — together with the product’s features and advantages for both the sector and end users.

In the same vein, we defined its value proposition and corporate tagline: “Patented bioactive technology enabling unique and sustainable cosmetics.”

Next, we developed the naming. We explored various options, drawing from a concept cloud generated during the analysis, strategic and verbal definition phases, which included ideas such as innovation, sustainability, efficacy, biotechnology, waterless, zero waste, and wellbeing, among others.

Collage de piezas gráficas y contenido visual de DryMelt, desarrollado por Nomon Design, agencia de branding.

Tarjetas de visita corporativas de la marca DryMelt, desarrollada por Nomon Design, agencia de branding

Envases y packaging primario de las cápsulas faciales de DryMelt, diseño de Nomon Design, agencia de branding.

Cajas corporativas y tarjeta de presentación de DryMelt, desarrollada por Nomon Design, agencia de branding.

After exploring several alternatives that reflected the key attributes of the technology, we selected DryMelt as its final name.

This name directly communicates the duality between advanced technology and wellbeing, offering a solution that is preservative-free, more natural and environmentally responsible. The prefix “Dry–” emphasises the absence of water in its formulation, highlighting one of the technology’s defining characteristics, while the suffix “–Melt” refers to the product’s unique sensory experience, which melts instantly to release its properties and maximise its effectiveness.

Once the verbal identity was defined, we moved on to the visual aspect. Our goal was to create a visual language that positioned the brand within a premium framework, projecting and emphasising its distinctive characteristics — a disruptive solution that combines sustainability, high performance and a refined sensory experience.

We designed the logo using a typographic system that merges the solid strokes and elegant curves of Muoto with the softened edges of NewEdge666 Rounded, reinforcing the meaning and duality of DryMelt.

Recognising the value of having a simplified version of the logo — a symbol or identifying element — we also created the DryMelt symbol: a reduction of the logo that preserves its dual meaning.

The composition plays with the contrast between solid and fluid forms: an “M” with semi-transparent organic shapes layered on top — realistic and three-dimensional — that appear to melt over the letter. The symbol gives the brand an innovative, technological and contemporary image.

We complemented the visual identity with a colour palette combining different shades of green with a neutral yet warm tone to represent human wellbeing. The darker, more muted greens evoke sustainability, purity and biotechnology, while the brighter hues represent innovation and the future.

We applied the new DryMelt identity across its communication materials — including the corporate presentation, stationery and social media — as well as in the design of its packaging.

We defined packaging for DryMelt that was both functional and sustainable, while also serving as a communication tool that reflects the brand’s mission: to offer a new generation of cosmetics in responsible, innovative formats aligned with the wellbeing of both the consumer and the planet.

Diseño web responsive de DryMelt en distintos dispositivos, desarrollado por Nomon Design, agencia de branding de Barcelona.

Result

Positioning DryMelt as a strategic partner for cosmetic brands seeking to stand out through responsible innovation

Thanks to the strategic and creative work of NOMON DESIGN, we have consolidated DryMelt as a brand with its own coherent and distinctive identity. Moreover, we have translated a complex scientific innovation into an accessible, attractive and competitive verbal and visual language for the cosmetics market.

Cartel publicitario de DryMelt en escaparate comercial, desarrollado por Nomon Design, agencia de branding.

The new branding gives DryMelt a strong and aspirational personality, aligned with the values of sustainability, responsibility and wellbeing.

Its name, visual and verbal identity, and all its communication materials reflect a revolutionary technology that meets the demands of contemporary consumers: transparency, performance and a genuine commitment to the planet.

Its branding projects a premium image that positions DryMelt as a strategic partner for cosmetic brands seeking to differentiate themselves through responsible innovation. It also establishes the foundations to enhance its growth, scalability and connection with its future audiences.

Strategy and Corporate Branding for DryMelt — The Bioactive Innovation from the Bioengineering Institute of Technology at UIC

Branding to position DryMelt as a disruptive technology within the competitive cosmetics industry

Branding to position DryMelt as a disruptive technology within the competitive cosmetics industry

We created a branding system ensuring that every element reflected DryMelt’s innovative and sustainable essence

Positioning DryMelt as a strategic partner for cosmetic brands seeking to stand out through responsible innovation