Opportunity: Studio Abasi's skincare designed for acne-prone skin works.
They knew it. Their clients know it.
So now it's time for the world beyond Berkeley to know it.
The ask: Rebrand with a unique modern approach.
Goal: We put our best face forward and launched a distinct brand with a real, relatable POV. Meet Seven:Thirty, we're a mental wellness company disguised as a skincare regimen. Because skincare brands focus on how you look. But when's the last time one asked you how you feel?
We believe when it comes to a condition as afflictive as acne, your skincare should serve to heal your inner layers as much as it is does your outer layers.
Objective: In uncertain times, self-discipline gives us a sense of control. And currently, the clinical skincare category leans hard into function, which lacks in feeling. So for an audience whose self-esteem is suffering along with their skin, our brand is THE skincare regime that makes her feel seen and supported on the way to a clear complexion.
At ...duh, the rebrand process is a collaboration that fuses our creative strengths with our client's in-depth business understanding to produce a revolution.
For Seven:Thirty here's everything we did to create, evolve, and grow a brand.
We began with Brand Strategy. We took a deep-dive into the forces surrounding Studio Abasi: What's happening in culture? With your competition? Your customer? This helped us excavate what the brand stood for and what makes it special. From there we shared two strategic directions that emerged from that discovery. With each strategic direction we presented three name options for each territory.
ah ha moment: getting the client involved in the decision making upfrontgot them invested quickly. The client quicklyconnected the dots between the strategy, naming and ways in.
Our Brand Development: Presented two flushed out visual systems that could both grow and scale well beyond the initial launch. Developed a memorable brand narrative with two POVs on messaging. Including tone of voice, value prop and brand positioning statements.
Roadblock: Trademarks take forever. This entire project sat for 6 months while we waited for approval. Plus the name changed 4 times, since we were denied our first try.
While the rainbow ball was circling waiting for trademark, we worked on nailing the client down on SKUs and packaging direction. We also did a lot of work around manufacturing capabilities and internal operations.
We're ready! Let's refine and activate. With a chosen visual direction and an approved trademark we hit the ground into execution. We met with multiple vendors for packaging. Explored form and structure, lots of prototyping. Developed different briefs for each must-have deliverable and built budgets around campaign and marketing collateral. There was a lot of workshopping and educating the client through what it means bringing a brand to market and building a DTC brand.
Pro tip: Creative and marketing folks know A LOT about businesses. If you read that and nodded your head, you know!
Production: K,go! We've got five months to launch. We quickly developed a project orientation & built the freelance/contractor team.
Along with: - Established a set of rules for Seven:Thirty's brand guidelines - Produce and executed photoshoot: style mood boards, production, casting, props, prototypes, retouching and asset management. - Sitemap creation - Wireframes - Design of site collaboration between ...duh and Cobalt - Content planning - Bootstrapping PR - Production of all labels and sleeves - Typeform quiz with multiple variations within the logic - Align outside brand partnerships with Pact collective and 1% for the planet - Participating with mental health org American Foundation for Suicide Preventation and girls mentorship non-profit Step Up