The Challenge
We needed to create a unique skin and hair care brand that young Gen Z girls and guys could adopt as their own.
Most skin care brands targeting this audience enforce gender stereotypes, contain lots of ‘nasties’ and treat them like kids.
We knew our audience expected more and they wanted their own brand, one that understands them and appeals to them. It also needed to be something that parents would be happy to buy.
The Strategy
Umii is deliberately gender neutral and emphasises self-expression.
Real, assertive and bold, Umii doesn’t tell young people who they are, rather it encourages them to make their mark.
The brand story brings to life a powerful mantra for a new generation who are taking charge of their lives and rewriting the rules. The messaging is straightforward and witty with some spunk, recognising that they not only care about how they look, but the importance of where their products come from and what’s in them.
The strength in the brand comes from the way it brings together products that are ethical, high-quality and all natural but also a genuine proposition that respects young people and empowers them to look, feel and do good.
The name
After exploring a number of options from our naming process, we selected the name ‘Umii’. This is a created name that combines ‘you’ and ‘me’.
Not only is it a unique name, it brings together the ideas of being individual as well as being part of a collective in a powerful, simple and memorable way – for you, for me, for everybody.
The design
Building on the idea of individuality and not being restricted to stereotyped notions of what tweens should be, the brand identity exudes confidence through a modern and eye-catching visual language.
The colour ‘smudge’ represents leaving your mark and breaking out of boundaries and conventions. The colour palette and minimalist design speaks to both girls and guys, and holds a fun youthful appeal while not appearing childish.
The brand is also designed to inspire a community platform for young people to speak up and explore what identity is and what it means for them.
What our client says
“We have had plenty of great feedback with many commenting that they love the brand and the packaging looks slick.
We thoroughly enjoyed our experience with Truly Deeply. The team are approachable, hard-working and most importantly deliver outstanding results. Their work was so fantastic, we struggled to decide between the two brand concepts they designed for us – we wanted both!
Truly Deeply’s agile approach was perfect for us, particularly as a startup. The team worked closely to us to make sure we were able to pivot as we needed to and execute the right decisions to bring out brand to life.”
Chloe Moorfoot, Director