Right now, there’s a revolution taking place throughout the magnificence business. It’s now not about conformity, stereotypically stunning fashions, and the exclusion of otherness. Nowadays, magnificence branding is inclusive, numerous and constructive. And skincare firm Sönd has been proper on the entrance of this altering method.
Sönd isn’t a follower of fads or fables. Instead, it makes use of easy science and a deep understanding of pores and skin to create a radically totally different product.
Whilst many skincare merchandise in the marketplace are acidic, Sönd harnesses the facility of alkalinity to create a answer that works extra harmoniously with the pure pH degree of your pores and skin’s regenerative layers.
Sönd’s founders know from expertise the burdens of troublesome pores and skin. And they know that these points are something however skin-deep. Anxiety, self-consciousness and low vanity can all come as a direct results of pores and skin issues and might go away folks feeling trapped and helpless.
But easy methods to convey this philosophy in a easy approach that buyers can rapidly grasp? Sönd method Bath-based branding company Thisaway
to assist them out.
Sönd tasked Thisaway with creating a new brand that liberates and empowers. A brand that positions Sönd because the sigh of aid on the finish of a irritating search for skincare that truly works. Freeing folks from the jail of non-conformist pores and skin.
Based on the concept of skincare that makes you’re feeling higher each in and out, Thisaway created an id that’s all about embracing calm and exuding confidence. They partnered with photographer Matt Davis to carry this to life with a collection of tremendous close-up portraits that seize a feeling of aid and empowerment while championing the sweetness and variety of pores and skin.
These portraits are complemented by a color palette that blends soothing pores and skin tones with extra vibrant colors, which carry a sense of life and freshness with out feeling garish or medical.
A fragile but distinctive typeface leads communications utilizing gentle curves that allude to the contours of the human physique. Supporting fonts play a extra useful function and are sometimes accompanied by elegantly easy icons and infographics that look to floor the brand in info and proof factors with out turning into stuffy or giving customers a science lesson.
The new brand can be rolled out throughout the Sönd web site and social channels, in addition to a clinic just lately opened in Milan. Thisaway will proceed to work with Sönd as a brand guardian shifting ahead and hope to evolve the brand’s packaging in future.
“In some ways, creating Sönd’s new id was an train in stability,” says Adam Cale, design director for Thisaway. “Not solely did we now have to tread the line between being daring and assured but gentle and soothing – however we additionally needed to guarantee that no matter we created labored with the present emblem and packaging.
“To do that, we ensured that all the new id parts had been much more tactile and human in distinction to the very minimal packaging aesthetic. This contrasting but complementary method resulted in a nuanced brand that feels calming but empowering, daring but understated and easy but scientific.”
Sönd’s founder Markus Goess-Saurau provides: “Working with the Thisaway workforce was a very pleasurable expertise. Everything from challenge administration to the artistic course of was second to none. The temporary we offered was understood in depth, and we could not be happier with the outcomes that Thisaway produced.”