A Beautifully Simple solution.
To achieve a truly democratic brand proposition, we knew we needed to focus on consumer values, rather than demographics. As such, a number of consumer tribes, informed by needstates, rather than the demographic conventions of age, affluence or education, was identified. Following a strategic collaboration with the brand team, a brand essence of ‘Beautifully Simple’ was created. The decision was made to take their existing ‘BeBeauty’ trademark and effect a complete makeover to render it consistent with the new values. The trademark was already firmly established in the retail group’s Polish territory and had great potential to be repositioned and expand across Europe and South America.
The old design was revamped with a completely refreshed marque, displaying greater relevance to a global audience and consistent with the premium cues of a mass brand. The all-encompassing ‘b’ holding device houses a carefully crafted, hand-drawn, word marque. In turn, this device was harmonised into a comprehensive range of up to 90 skus spanning 5 categories, with a core of 9 new skincare products.