Originally designed with a male audience in mind, Pràctica wove a brand narrative centred on the concept of humanity above all. This narrative extends from self-care to consideration for others, our environment, and the world at large. Consequently, the packaging serves as a framework, inviting users to nurture themselves and contemplate their daily intimate rituals with these four themes: Awake, Respect, Feel, Flow.

In approaching each project, Pràctica believes that meaningful solutions arise from asking the right questions. In the case of Go Human, the design studio challenged the masculine cosmetic clichés that often aim to evoke feelings of power, youthfulness, or attractiveness.