En Face had a community of brand fans, but was one of the skincare categories best kept secrets. Like many brands, En Face had a powerful point of difference, but was unclear in it’s positioning and communication.
Our challenge was to identify the most powerful differentiated value proposition for the brand, identify the core consumer and build a brand story to evocatively communicate this.
During the brand definition process we identified the core benefit of the En Face product was its specific formulation for aging skin. The brand had a particularly passionate group of customers who were over forty years of age who felt the mainstream skincare brands neither spoke to them nor were formulated for the needs of their skin. The most powerful opportunity for the En Face brand was to fill the need of these consumers.
We redesigned the En Face brand mark, leveraging a visual language that encompassed both the medical and technical formulation of the product as well as the fashionable, aspirational visual cues of the skin care category. We wrapped these visual elements in a choice of font and colour that were considered and mature, rather than fashionable and trendy in order to connect with our newly defined core customer.
The packaging was designed with a similar sensitivity from the classical style of the typography to the soft and subtle colour palette. We then applied the same toolkit of visual brand assets to develop the brand’s eCommerce store.