#shifthappens #branddesign #naturalproducts #packaging #brandenlightenment #creativeconsulting
BRAND CHALLENGE
A cosmetics company traditionally manufacturing for third parties decides to market its own B2C brand after checking the acceptance of its products to the final consumer. A huge change of mind. The naming was decided based on the active principle of its formulations: 100% organic argan oil. Nonexistent storytelling. Brand concept, still to discover. In mind only an interesting business opportunity.
BRAND ENLIGHTENMENT
The linking of argan oil with the culture of desert people is well known, but it was not relevant to the target audience. Its environment, however, did offer an essential argument for creating the storytelling of the product.
The argan tree is a species that lives only in the Sahara desert, in the most extreme conditions imaginable. During the night this tree has the ability to trap atmospheric moisture, store water and return it underground. In other words, it is not only able to stop the desert for its own benefit, but is a true generator of life for those who approach it. A whole metaphor of the brand:
From this reality the concept and image of a calm, soft and natural brand was born. But one communicating tremendous effectiveness because of combining the power of nature in very high concentrations with the wisdom of man.
ACHIEVEMENTS
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The brand is currently in the process of being launched ready, at least in terms of branding, to enter such a competitive world as cosmetic’s is.
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During this time, the necessary change of business culture from B2B to B2C in a market as mature as cosmetic has been made