Discovery

Bloc is a skincare brand in Australia that chose to work with design agency, Percept. This selection was based on Percept’s expertise in both brand identity and packaging design.

Looking to define the best brand positioning, Percept’s collaboration with Bloc began with an exploration into the skincare landscape; a crowded category where empty promises and extravagant claims often overshadow genuine expertise. Through workshops and competitor analysis, a clear opportunity was uncovered: to position Bloc as a trusted voice of truth in a skincare industry saturated with hype.

Rooted in dermatological science and driven by transparency, Bloc’s team of doctors wanted a brand that reflected their professional authority, their belief
that everyone deserves their best skin, and their purpose: transforming the way people care for their skin.

Brand Strategy

The brand strategy centres on establishing Bloc as the antidote to skincare confusion. Guided by the core values of Science, Authenticity, Freedom, and Empowerment, the narrative is built around delivering clarity and confidence to consumers.

The brand’s personality — Trustworthy, Knowledgeable, Results-driven — shapes every touchpoint, from tone of voice to visual expression. Bloc’s communication feels informed yet approachable, authoritative without arrogance, and always rooted in real science and care.

This foundation informs the brand’s product architecture — Remove, Repair, Replenish, Reinforce — establishing a simple, intuitive system that helps people integrate skincare into daily routines.

Brand Positioning

Bloc Skincare worked with branding specialist, Percept, to develop a brand positioning that established itself as a trusted, science-led authority in a crowded and often confusing category. It stands for clarity, authenticity, and results — challenging the noise and empty promises of the skincare industry.

Brand Mission —  Our mission is to transform the way you care for your skin.

Brand Statement — BLOC is a skincare brand that challenges the status quo of the industry. Founded and operated by dermatologists and supported by over 30 years of experience, we develop scientifically advanced formulas that deliver powerful and safe results for all skin types.

Brand Proposition — Formulated by science, infused with nature.

Brand Tagline — BLOC. Science-backed, nature-inspired.

Bloc’s brand positioning ensures it is more than a typical skincare brand with clean packaging design; it is a credible, empowering, and results-driven partner for anyone seeking healthier, more confident skin.

Brand Identity & Packaging Design

A brand identity visually and verbally embodies the essence od a company and its product offerings.

For Bloc, this is captured in the duality of science-backed precision, with nature-inspired warmth. Clean, structured typography and a confident logotype convey expertise and trust, while organic graphic elements and a calming palette introduce approachability and balance.

Packaging design should always be authentic to the brand. While clean packaging design and clarity of messaging is not groundbreaking, it is the perfect fit for this brand. A stripped back, yet well-crafted style effectively represent a product range that is scientifically clinical, while being raw, honest and real.

Photography captures real, radiant skin, with images that are not retouched. These diverse, and honest visuals reinforce the brand’s commitment to authenticity. Subtle textural cues and editorial layouts echo the sensorial, human side of skincare, grounding the brand in both clinical rigour and
emotional connection.

Together, this brand identity and packaging design by design agency, Percept, expresses Bloc’s mission to transform skincare — a brand built on science, guided by truth, and committed to delivering real results.