As part of their 10-year anniversary reboot, they asked us to help them more strongly communicate their unique position in the natural, vegan skincare market, a market that has grown exponentially over the decade. With many companies jumping on the natural skincare bandwagon with varying credentials and degrees of authenticity, they wanted to differentiate themselves as the real deal in this space, with messaging that is clean, clear, trustworthy, and inclusive to reflect their products and the company’s values. At the same time, they wanted to build on, rather than discard, their history.
They also asked us to address some technical and design concerns with their current website, which did not allow them the flexibility they desired and was frustrating for their customers. They wanted to streamline, simplify, and improve the user experience.
Coming to us with just a tweaked logo and recently redesigned packaging, we essentially had a clean slate and the opportunity to rethink the entire website to make it more user friendly and to communicate the company’s multi-pronged messaging clearly. We knew that the four brand pillars—products, inclusivity, eco-consciousness, and activism—were almost of equal importance and had to be deftly woven together to support the overarching brand story without getting confusing. We used key messaging in text, photography, illustrations, and other visual elements as tools with which to tie the brand together.
We also identified opportunities to improve the website functionality and enhance the user experience by redesigning it in a more engaging and intuitive way, with more cross-selling and upselling opportunities, and smoother navigation.
We started by sitting down with the client for a deep dive into their goals for the rebrand. We were fortunate that the company founder was extremely hands-on, working with us as we crafted the messaging and planned the site architecture. After thorough research on competitive brands, we spent time honing the messaging on the products, the ingredients, the company values, the founder’s story, and the brand voice. This gave us the building blocks with which to construct the site.
We also spent a good deal of time in the wireframing phase, creating an intuitive customer experience and identifying ways to bring the story of the brand to life.