Chemist Confessions had grown rapidly since its founders departed L'Oreal to make skincare accessible for all. After being accepted into the Target accelerator and growing to over 150k loyal subscribers, they hit a critical inflection point: their brand and marketing strategy couldn't take them any farther. They needed a new brand, visual identity, and growth plan.
"We chose Moon March because they understand how to build a consumer-facing brand with a social impact component. We took our brand as far as we could on our own and with freelancers. We knew we needed to work with grown ups, an agency with deep expertise beyond what we had in our network. Moon March was an incredible partner from start to finish."
Our first step was to run our Brand 360 workshop, the result of which was a rock-solid brand strategy that serves as the foundation for all creative initiatives.
We wrote key messages and rewrote core pages, providing copywriting templates that highlighted how to bring their new tone of voice to life.
We modernized the logo, bearing in mind the need for extensibility and shelf differentiation. Considering the Chemist's are both fun and knowledgable, the logo needed to be strong so it could ground a playful visual language.
The skincare category is littered with overly sterile or overly flowery products. We designed a visual language that highlighted a key selling point: Chemist Confessions products are meant to work together in a modular fashion.
We designed new primary and secondary packaging for their core product line, and created a packaging visual language template for future products to be designed from.
We then crafted an information architecture (IA) with the long-term in mind, so that future content would always have a home.
We brought together the brand strategy, content strategy, wireframes, and copywriting to form a beautiful visual design grounded in data-driven user-experience principles.
During the visual design phase, we built a growth marketing engine from the ground up, beginning with a CRO audit and running paid search and social.
"We chose Moon March because they understand how to build a consumer-facing brand with a social impact component. We took our brand as far as we could on our own and with freelancers. We knew we needed to work with grown ups, an agency with deep expertise beyond what we had in our network. Moon March was an incredible partner from start to finish."
