supercharged skincare that works
Acne Squad was built on a superior skincare proposition:
an accessible specialist solution that fast-tracks your skincare journey.
- Client / Acne Squad
- Work / Branding / Structural packaging
- Year / 2022
Unilever wanted to support the Gen-Z demographic in India; they are facing an incredibly confusing experience when it comes to finding an acne solution that works. Lots of options making big promises and conforming to the clinical codes of the category. With most of our audience new to this shopping journey we needed to work hard to be the brand that stood head and shoulders above the rest.
challenge
challenge
The new formulation and 4 step range needed a brand that was clearly understood and disrupted the noise of the sector.
Initially launching as a DTC offer the brand needed to not only deliver against these objectives through the new identity and pack execution but also needed a suite of ownable distinctive assets that created a consistent brand experience agnostic of channel.
creative idea
Our audience needed help, a partner in crime to fight breakouts quickly and thoroughly, so the idea of “supercharged skincare” was born – the brand coming to life as an acne avenger that would be there to save the day when our audience needed it most.
The design system brings to life this fun and fearless spirit through the bold brand mark; the lightning bolt. A distinctive ownable asset that delivered on this central idea of igniting the fight against breakouts.
A nod to the brand’s superhero inspired personality and super-targeted efficacy. Its more emotive and disruptive expression provides stand out in a traditionally cold and serious category and its positive, powerful tone of voice reinforces its positioning as a skincare saviour.
execution
The biggest challenge was striking the right balance between being bold and disruptive while being clinical and credible.
The clean, stripped back packaging reassures on clinical expertise and the suite of bright pastel shades dial up the brand’s playful spirit, a deliberate contrast to its predominantly white and blue competitors.
The range comprises of more than 10 products, each of the four stages, is colour coded to make the range easy to navigate, while the product names, benefits and usage instructions are clearly highlighted on pack.
The identity has been applied across multiple different packaging formats, as well as across Acne Squad’s website, social media and additional DTC assets.
awards
awards
*BEST STRATEGIC OR CREATIVE DEVELOPMENT OF A NEW BRAND*
This award is for the company that has adopted a strategic or creative approach when developing its new brand in order to differentiate the company, reposition the business or otherwise change perception of the brand.
*BEST DEVELOPMENT OF A NEW BRAND WITHIN AN EXISTING BRAND PORTFOLIO*
This category rewards companies that develop a new brand within their portfolio of brands. As well as acknowledging the strategy and development of the new brand the judges will also look to see what the development adds to the existing corporate or master brand.
