Louise Thomas Skin Care is a new skin care brand that will be launching in mid 2019.
Louise Thomas-Minns founder of Louise Thomas Skin Care asked me to come on board as Creative Director for the entire project and to create and oversee the implementation of the Louise Thomas Skin Care brand across all of their offerings including digital, print and product packaging design.
Through extensive research and focus group discussions we identified the company’s core customer base – initially it was “everyone” – based on price, offering and Louise’s ideal demographic.
We established brand ethics at an early stage – vegan, not tested on animals, ethically sourced ingredients, transparent funding, aspirational yet empathetic, strong storytelling with Louise front and centre putting the customer first.
I created a visual identity that is timeless and elegant yet thoroughly modern. An aesthetic that would spark joy in anyone’s bathroom. Soft and feminine with science and research at its core. I worked closely with the developer to design functionality that would reflect the companies brand ethics – trustworthy, honest and empowering. With the photography and video we shied away from using models and used real women representing a wide range of ethnicities to put inclusivity at the forefront.
I created a brand that is aspirational but wholly accessible driven by the voice and ethics of its founder Louise Thomas-Minns.