Hello lovelies! So we're moving forward into this little personal project of mine, this time around focusing on the strategy, which is what I give to all my clients after they've handed me their questionnaire, sort of like a check-up where I re-read their questionnaire back in my own words to make sure that I really got what they were giving me.
So, with that being said, and because this post will get long, let's dive right into the strategy!
WHAT IS YOUR PROJECT ABOUT?
"Noor" is a skincare brand nested in the Mediterranean, aiming to create a lightweight, all-natural and almost spiritual experience. Rather than hiding away imperfections, Noor wants to find those imperfections and treat them, repairing and nourishing the skin from the inside-out.
It combines the best of the new technologies with the power of nature and sea to create a range that is versatile for night and day, and lightweight yet durable to stick with you no matter what life throws in your way. It should present a cohesive identity through all different skincare ranges, yet with distinctive branding for each range (ex. night and day)
YOUR PROJECT PERSONA
If "Noor" was a person, she'd be a woman in her early thirties, with olive skin and lightly curly hair. I'd envision she has light freckles adorning her face and a bright warm smile that immediately makes anyone feel at home with her.
She is a soft and free spirit, but knows exactly what she wants and how to get there. Her word is intentional, making sure that everything she is, consumes, possesses and interacts with is done with intention. She is magic made human, lightweight and liberating.
WHO ARE YOUR PEOPLE?
"Noor" skincare is for women and men alike who want to take control of their skincare routine and nourish their skin. They're looking for a no-fuss routine that is easy to carry with them and to understand what it is that they're using and how it's helping their skin.
Much like Noor's persona, these are people in their late twenties to early thirties who are consciously working towards a more mindful life approach. They probably work in a creative field and their hobbies are focused around the idea of nourishing their minds, bodies and souls, so perhaps meditating, yoga, photography, learning new languages, etc.
GET TO KNOW YOUR PEOPLE: MEET NILGÜN
Nilgün is a twenty-nine year old travel photographer from Ankara, Turkey. Due to her work, she's constantly travelling around the world and finds little to no time to build up her skincare collection.
She wants a skincare routine then, that is easy to build up on - think multifunctional products - and that also don't take too much time to work.
"Noor" is perfect for her because most of the products are multifunctional and aren't too heavy or big that they would take a huge chunk of her space so she doesn't feel the weight from trip to trip.
GET TO KNOW YOUR PEOPLE: MEET AMELIA
Amelia is a thirty one year old business owner from Crete, leading an ordinary yet magical life with her family and dogs. Her family-run small business sells ceramics and wooden homeware.
She doesn't particularly care much for fancy brands or complicated routines but she does place a lot of value into the process and ethos of a brand thanks to her own background.
Noor is perfect for her because it's a simple, no-fuss skincare routine perfectly packaged in a love letter to the Mediterranean.
GET TO KNOW YOUR PEOPLE: MEET KERIM
Kerim is a thirty-seven year old teacher from Izmir, Turkey. Though he doesn't consider himself to be precisely fashionable, he does try to take good care of himself and keep a good appearance.
Noor is the perfect brand for him because it's mostly unisex and can cater to his needs too without ending up smelling like a thousand roses.
His favorite products are the night-range ones because he can build them up to whatever his needs for the next day are, and rest assured that the results will be there to last him the entire day.
(see all faces in the pdf at the end! really makes it all more exciting!)
WHAT ARE YOUR KEYWORDS?
Natural · Lightweight · Multifunctional · Minimal · Airy
Mostly Unisex · Affordable · Transparent
YOUR SWEET SPOT OR IKIGAI
Noor's sweet spot is in helping everyday people who care enough for skincare yet don't want to overcomplicate themselves to understand what is it they're putting on their skin.
It's in using simple ingredients to deliver long-lasting results. In the repairing and nourishing from the inside out rather than just hiding whatever blemishes there are.
It's in helping people dictate how they want their skincare to be like and giving them the tools to freely build it up however way they want to.
WHO IS YOUR COMPETITION? HOW DO YOU STAND OUT?
Rather than focusing on competition, a few of the brands that inspire Noor and are doing similarly to it are: Innisfree, COSRX, Fresh and Herbivore Botanicals. All of these have in common a mostly natural approach to their products, or, if not, make products that also focus on repairing not hiding.
Fresh and Herbivore in particular, also have a lovely aesthetic that is very in-line with what Noor is looking for, simple, mostly appealing to both genders.
Noor stands out by always referencing back to the Mediterranean spirit, and keeping it slightly leaning towards feminine, but always unisex.
Noor is visibly Mediterranean, it's its essence. Pale beiges and light blues should be at the forefront when thinking about this brand. Small, serif-ed type based logos should be the first concept to explore.
Perhaps for a secondary mark, a hand drawn element could be added, maybe referencing the main ingredient in a product or something else about the brand, but ideally we want to keep it simple and timeless so it won't need refreshing in a couple of years.
(Moodboard and color palettes coming in a separate post!)
Alrighty! So I guess that's it for the strategy - not too long right? heh :P
Next post I will be sharing the moodboard and color palette on their own and then we'll start with the development phase! Also let me know if you have any questions about my process as the posts come along and I'll try to make a big questions + answers post at the end of this series! Take care :)
Picture Credit: Paul Hermann