The Challenge
With an established brand and extensive product range already in place, Vasse Virgin were looking to take another step in their evolution. A new range that would require a campaign and a refreshed website.
This required a distinct look and feel while still building upon the strong foundations and heritage of the organisation. But these products were a significant shift in terms of market positioning and thus it meant a unique approach.
The Idea
We started with the packaging. Developing an extended colour palette which built upon the olive green but introduced a new peach tone that was further elevated by rose gold foils as part of the execution.
With amber bottles and a luxurious feel, we set about redeveloping the website theme and developing a fresh feel that would suit the new vibe.
Then came the concept for the campaign. Based upon the insight that women constantly battled the relationship with their skin throughout their lives and across the various stages, we wanted to develop an authentic piece of videography that spoke directly to women.
The Solution
The packaging maintained its natural aesthetics while being elevated due to the print techniques that we landed upon. Countless tests were undertaken to ensure the finish would be perfect.
Clear labels on the bottles ensured that the gold foil popped against the deep, rich amber background while also ensuring that customers could see how much product was left in the bottle.
These were then shot in a range of studio environments ready for implementation onto the website and across promotions.
The Shopify store was elevated with new tones and a revised layout, making it easier and simpler for customers along with improvements to loyalty programs and backend functions and POS systems. It also included the new video function to showcase the campaign.
Finally, having found 3 women prepared to appear on camera with no makeup and answer vulnerable and honest questions about the relationship they have with their skin, we set up in a quiet studio space with a female videographer and female interviewer, creating a relaxed and safe environment to capture a truly authentic suite of interviews.
From these, we carefully crafted a suite of campaign assets that didn’t have any of the usual bells and whistles of a campaign. Just allowing the viewer to share the moment and consider their own relationship with their skin.
The Last Word
Ultimately, this was all possible due to the passion and commitment of the client. When you sit with Edwina and understand what goes into crafting each of these products and what Vasse Virgin and developing and, most importantly, the ‘WHY’, then it’s easy to develop something that is honest, vulnerable and authentic.
This was a pleasure to shoot and a project that took many hours to craft and execute.
What We’ve Done
- Concept Development
- Campaign Development
- Corporate Style
- Design
- Printing
- Packaging
- Photography
- Video Production
- Digital & Social Media
- Copywriting
- Website
- Project Management
- Growth Retainer