Making care personal again
What we did:
- Brand Strategy
- Creative Strategy
- Naming
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
“Less farmers market, more Sephora”. We’re a successful sustainable brand in Singapore, now we want to go global. Can you help?
The Insight
With formulations full of filler and tedious 10 step routines, the self-care space often feels more stressful than soothing. We want to look after ourselves. But without the pressure and clutter it adds to our minds, space and planet.
The idea
Wish you were here.
End the guilt trip and make ‘less’ more indulgent.
Inspired by the nostalgia and excitement of receiving a Postcard, the name acts as an emotional and physical springboard to transport us to our own personal oases. A nod to the brand’s previous name, Oasis Beauty Kitchen.
Every self-care supply has a story to tell, and a destination to take you to. So, using the natural ingredients as a muse, each individual stamp illustration and name is a postcard from a new location – from the highest icy peaks, to the depths of a secluded lagoon.
Playfully poetic language with unexpected twists, the tone of voice lathers up the senses and invites consumers into a whole new world of indulgence and discovery.
“The perfect recipe of emotion and fantasy, the voice was all about transporting the reader to another time or place. Or simply encouraging them to experience the current moment a little differently.”
Lizzie
Senior Copywriter
Creating a truly all-inclusive adventure, each product in the range clearly targets a specific hair or skin type and heroes the all-natural ingredients inside.
From sachets to sprays, pipettes to pouches, embodying the brand’s mission to ‘do more with less’, the packaging formats are stripped-back, reusable and recyclable wherever possible.
“From the logo and illustrations to the typography and wider brand assets, every element of the design lives and breathes the concept of Postcard. By viewing every detail, however big or small, through this lens of transportation and discovery, we’ve created an immersive experience consumers can’t wait to be a part of.”
Craig
Senior Designer
Bringing the brand to life in the wider world, experiential physical and digital spaces are one way tickets to tranquillity, offering everyday escapism at every turn – in homes, in stores and online.
“An agency that balances business acumen with creativity is hard to find, as they often tend to be very design focused. One very special thing about the working relationship we have with Robot Food is that it feels personal too. We connect on a deeper level, which is really, really nice for us.”
Hildra Gwee
Founder, Postcard
