We started by discussing why this brand should matter to people, exploring the ingredients associations and its benefits. From gathered insights, we tried to learn more about the perspective on Earthy beauty and elegant skincare. Together, we found out how we could bring out the essential ingredients, and how this brand would fit today's skin care lifestyle.
Identity & Positioning
Visual Identity Design
Voice & Message
We had a lot of discussions with Terra and its audiences such as users, potential-users, and influencers. By the end of the day, we aimed to get clarity over the modern beauty landscape. Beauty, from a contemporary urban perspective, is more than just standardized physical looks; it touches within the person. It's essentially shown by how we are confident with ourselves, how we maintain energies. Also, how we accept and nurture who we truly are as beautiful individuals.
It goes beyond smooth skin or feeling gorgeous. It’s about being happy and fulfilled. It’s about viewing a person holistically: to concern about one's wellbeing, enjoyment, and happiness. Wellness is a constant and ongoing pursuit, and Terra Beaute designed to play a role in this journey. The positioning will then be critical: how the brand will be partners for consumers; helping them on their quest for happiness, health, and beauty. From these spirits, then we extract into a brand message: "Nurturing Sincere Beauty", whatever skins, origins, states, or tones, we help heal impurities and let purity emerge.
These four visual elements are taken from Terra's skin problems and core ingredients built into product identity. We implement these into packaging with special printing treatments and product's digital contents, giving the audience an easy visual recognition to choose the products.
To feel the Earthy sensations, we encapsulated the packaging with organic paper made of 'Saeh' tree (Paper Mulberry). Usually, 'Saeh' paper is used for writing ancient wisdom or enactment in Indonesia. It extends the idea of Terra to the hands of customers.
In the era where the world is going really fast and becoming more sophisticated, Terra exists as a reminder that the Earth will remain the very essence. It has the wisdom that we all need to counter-balance urban life; a gentle, modest, and natural embodiment in skincare.