As a Non-Believer

naming | branding | tone of voice | copywriting | research | website | packaging

The brief: I worked with the owner of this as-yet unlaunched beauty brand over a number of years on a brief that spanned everything from concepting the name to developing the brand personality, messaging, web and packaging copy. Instructions were to keep it creative, keep it anti-establishment and do the opposite of what most beauty brands do.

The idea: it all started with a couple of art and literary references, which I researched and developed into concepts. And it ended with us crafting copy and brand voice around a disenfranchised character from a classic book. Designed to turn commonplace brand platitudes on their heads, this project took transparency to a new level, and was a real creative endeavour from a business determined to start out right.

Afraid I can’t share any examples yet, as the brand hasn’t launched, but if you’d like to know more, get in touch and I’ll happily talk you through the process.