Challenge

The brand developed a reputation as a girly, youthful product line - perpetuated by a visual language made up of oversaturated colors mixed with illustrative graphics.  But as the company and their product offerings matured, the team wanted to elevate their positioning to attract a more sophisticated customer and to champion education and transparency about women’s health issues such as infertility or perimenopause symptoms and their connection with feminine care product ingredients. The brand was in the process of launching new products into Ulta stores, so we had a matter of months to course correct the brand strategy without making any drastic changes that would create a disconnect between brand and packaging. 

Opportunity

During strategy we focused our attention on elevating the brand’s tone of voice, personality and their overall messaging by identifying a new target audience and their unique pain points. We penned the new tagline “For every last bit of you” to position the brand within the holistic wellness category with products that can be used everywhere. Additionally we streamlined the experience by identifying a single ideal customer journey and content buckets the team could focus on for each channel.

Solution

We determined the best way to balance the overly saturated color palette was by adding muted tones as backsplash and two-tone color blocking to keep the fresh, optimism of the brand and letting the product shine.  We created a new ‘spot’ pattern subtly throughout and natural lifestyle imagery, allowing us to gradually shift the vibe of the brand as well. We produced a product photoshoot which involved sourcing a commercial photographer, prop stylist, and an art director to create fresh assets for the brand. Aside from product, we also produced a lifestyle photoshoot with models to create more relatable content for their social channels.

To announce the brand overhaul, our team created graphics and copy for their Instagram channels, including templates for new quote posts, a build-up for their launch at Ulta, and on-brand post copy that focused on key topics around their cause - infertility, overall reproductive health,and holistic care - as well as their founder’s story.

Results

The team was enthralled with the brand strategy we created - using the designed brand concept to pitch the new direction and positioning to Ulta which was met with unanimous approval. The launch in Ulta was a success, and the brand received press hits from PopSugar and NEWBEAUTY. Concurrently, the customer journey roadmap created much-needed clarity and focus for their internal team in creating ongoing content.