Brand Concept: Shed represents more than just a skincare line; it's a movement towards empowerment, transformation, and confidence. It's about shedding the discomfort and stigma of psoriasis and embracing one's true self. Each product is formulated not only to alleviate symptoms but also to uplift and empower the individuals who use them.

Packaging Design:

1. Color Scheme: Bold and modern colors like deep blues, and strong reds are incorporated to signify transformation and empowerment. Accents of silver in the scales add a touch of luxury and sophistication.

2. Typography: The use of typeface “Big Carlson” creates a sleek and modern look for the logotype and product names to convey a sense of confidence and strength. This sharp and bold lettering makes a statement and draws attention to the product.

3. Logo: The logo features a stylized snake in the form of an “S” representing the brand's name. This letterform logo symbolizes transformation and renewal. It’s clean, memorable, and instantly recognizable.

4. Texture: The packaging can be textured to mimic snake scales and to reinforce the theme of shedding. This adds an extra element that engages the consumer and reinforces the brand concept.

Overall, the packaging design should evoke a sense of pride and confidence, making it a product that consumers are proud to display on their counters and incorporate into their daily skincare routines. It should reflect Shed's mission of empowerment in every drop, while also standing out in a crowded market with its modern and unique aesthetic.