ALMA de LIA
The client wanted to launch a new skincare brand in China and Australia, with the unique proposition that it contains CBD oil and not just hemp.
It will target upper middle-class women aged 25-45 who have more sophisticated skincare regimes and are open to trying new, global products. It will be positioned as an Australian skincare range to deliver a natural, safe yet effective and very modern way of taking care of one’s skin. It will play in the cosmeceutical category and focus online, selling at a mainstream premium price point. The founders of the business require a brand strategy including brand identity and packaging.
It is important that the master brand created is flexible to apply to the core facial mask offer as well as future range extensions (eg, serums, creams, oils, etc.)
BRAND POSITIONING STRATEGY | CONCEPT | DESIGN
From brand development to naming, to packaging design – my partner and I worked closely with the client to create the Alma de Lia brand.
A full brand strategy was done, including a thorough competitive audit and research, several positioning ideas, as well as recommendations of names and taglines for the brand. From this document, the direction for the logo and packaging was set, and a few routes were explored to ideate the concept. Final route was then developed and applied to the full set of ADL products, and a brand book plus style guide were created to ensure that the brand’s consistent look and feel is sustained.
