Creating the Brand Assets
The brand began to come together around its core values:
Louise’s own story was at the heart of the brand storytelling – her own struggles with acne that she eventually solved through years of research and experimentation – the very thing that inspired her to create her own skin care range. Louise was to be more than just a name but the face and relatable story at the heart of her skin care range.
Testing the strategy and brand at every stage with our team of 40 testers I began by creating a soft and modern colour palette, Louise was passionate about having white and dark grey as the main brand colours and we added in a beautiful soft pink with a yellow tones to be used as an accent colour.
The typography choice was an important part of the visual identity. I took a digital first approach to all of the brand assets including the wordmark design ensuring I chose typefaces that would lose none of their impact and line weight when viewed on smaller screen sizes. The wordmark is made up of two fonts – the iconic Futura sans serif typeface and Nixie One a beautiful typewriter font that pairs with Futura beautifully to create a strong, yet soft feminine feel.
I design a separate logomark that is flexible in its use. An icon that can be used in place of the wordmark when appropriate, one that represented the science based research that has gone into the products and that could be used as a pattern within the cartons and on selected packaging. It also works well on social media at small sizes.