Saffee
(01)
Project Overview
Saffee entered the market as a new brand with derma-cosmetic products but needed a clear identity. With only the inherited name, quality products, and solid target insights, our mission was to establish the brand’s positioning, visual identity, and launch concept that would make Saffee a notable player in the derma-skincare field.
(Details)
Model
B2C
Category
Derma
Type
Brand strategy / Brand identity
(02)
The Challenge
We faced competition from established giants like Avene, La Roche-Posay, and Bioderma, in a landscape where consumers are increasingly savvy about skincare ingredients, effects, and prices, and are tired of repetitive promises.
(03)
Opportunity
We saw an opportunity in the transparency trend. By crafting a compelling story around being ‘True’ in every aspect, we aimed to resonate with the discerning ‘skintellectual’ consumer and establish Saffee on the specialized derma-skincare map.
(04)
Solution
Visual Identity
Our strategy needed to be visually reflected, embodying Saffee’s philosophy and new territory. This led to the creation of a visual universe that symbolises our way of being, the result of using our products and how our consumer feels.
Launch Campaign
We developed the launch campaign under the brand claim “Nothing to hide,” reinforcing the SAFFEE’S mission: true derma skin care is not about covering up flaws, it is about embracing your uniqueness and feeling confident and radiant in your skin.
Because when you have healthy skin, you don’t need anything to cover it up.
