Just like its style brother or sister, the charm market frequently seems like it's attempting to press us into being something we're not. It uses us pictures of unattainable beauty, advises us to buy extremely costly items, and discreetly hints that our lives will be much better if we just look more like an airbrushed design than our genuine selves.
Postcard, however, provides something rather various. Previously referred to as Oasis Beauty Kitchen, this sustainable self-care brand name started as a simple cooking area business when its creator, Hildra Gwee, established a skin problem. Instead of targeting at excellence, it's more about the easy delights of treating yourself and feeling great. The brand name has actually rapidly gotten acknowledgment throughout Singapore for its environmentally friendly, natural haircare, skin care, and way of life items.
Just recently, Postcard partnered with UK innovative company Robot Food to revitalise its visual and spoken identity. The cooperation incorporates a thorough rebrand, consisting of a brand-new brand name technique, intonation, calling, brand name world, product packaging and site.
The quick
With aspirations to broaden beyond its home market, Postcard looked for a brand name identity that would resonate with customers internationally. Martin Widdowfield, innovative director at Robot Food, details their obstacles.
“We required to establish a brand name identity that preserved the credibility of Postcard's sustainable roots without wandering off into timeless environment-friendly tropes,” he describes.
Brand name idea
The brand-new identity motivates customers to reword their self-care routines by welcoming them to decrease and enjoy the easy delights of life. In establishing this brand-new method, Robot Food concentrated on reframing extravagance as something that does not need to be inefficient and took advantage of the growing desire for ‘life with less pressure' by commemorating environments, both in the house and in nature.
The rebrand positions Postcard as a location for vital self-care materials, with an objective to promote conscious usage, lower waste, and alleviate the pressures of daily life.
It attains this through an imaginative platform entitled ‘Wish you were here'. This pictures the brand name as a welcoming area where concerns get rid of and delighting in less ends up being an aspirational way of life.
“Hildra actually resonates with her customers in Singapore by producing self care items that relieve, calm and link on an individual level,” describes Libby Goodyear, senior account supervisor at Robot Food. “We understood this empathy and psychological connection would resonate with a more international audience.”
The visual system is based upon the principle of ‘Postcards': a collection of appeal items created to mentally carry customers to various locations and minutes through expressive fragrances and textures. Welcoming product packaging style and item names such as ‘Clear Skies' and ‘Icy Peaks' show peaceful locations in nature.
Robotic Food produced a brand-new logo design for Postcard, which includes natural peculiarities motivated by classic shop signs. Its textured feel and look mimics hand-printing strategies, like stamps, developing an imperfect impact that shows the brand name's artisanal roots.
They likewise developed illustrations to draw out the character of each item,
