Most of the world has rapidly digitalised and become increasingly intelligent over the past two decades and skincare couldn’t be far behind. Enter V - an intelligent skin care brand that combines the best of mass customisation and personalisation to deliver high quality, safe and effective skin care solutions. V intended to revolutionise the skin care industry with a clever technique of using your skin’s immediate needs to prepare products most suited for you while constantly learning and adjusting with the dynamism of your needs in your journey. The challenge was to develop a gripping visual identity and storytelling for an impactful brand.
V is targeted at the consumers who understand that one-size-doesn’t-fit-all when it comes to skincare. We were speaking to digital-friendly individuals who appreciate communication that is personal, inclusive and bold. With a blank canvas to carve out and drive home a powerful and precise positioning message, we knew what needed to be done:
We approached V’s visual identity kit by chopping off the unnecessary and arriving at the most subtle representation of the brand which aligned with the brand’s core purpose. We brought in elements that represent the digital and intelligent aspect of their value offering and worked with colours that were fresh, aesthetically pleasing and appealed to the target group. The result was a simple yet powerful logo that could be seamlessly adapted across mediums and channels. As a part of the kit, we went on to design corporate stationary, catalogues, and other assets within the same aesthetic language.
V essentially started with Bases and Boosters. One of their brand promises was to reduce the number of products an average consumer has on their shelf. This needed to be extended and reflected in all of V’s product packages while still being strongly coherent with the overall visual branding. We designed modular boosters and bases with minimal (only relevant) information on pack. This contributed to the minimal look and feel of the brand and the (in future) the consumer’s shelf. The packaging was developed to achieve optimum visibility and appeal on retail shelves and POS displays as well.
To ensure they were reaching and connecting with the right audience, V needed a clear picture of who their target customers were. Through our research and data driven approach, we arrived at a combination of individual personas whose needs could be directly met by V. Apart from demographic differences, we identified and highlighted key psychological, emotional and functionality centric aspects of their customer journeys. These helped V communicate their offer and positioning in a tailored manner for optimal responses.
