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Earning loyalty: migrating consumer proposition from cut-price to emotional reward and connectivity for leading retail group

Brand strategy

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Design strategy

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Brand architecture

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Product development

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Trademark design

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Packaging design 

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Launch campaigns

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Brand communications

Phyto Afriq is an ultra-hydrating therapeutic skincare product developed around potent medicinal plants that are indigenous to my homeland, the Cape Floral Region of South Africa. The product appeals to a global market placing value on sustainability and plant-based therapies.

 

To communicate the 'science meets plant-based leisure-travel chic' proposition, the baseline visual language was one of pharmaceutical minimalism. This reinforces the therapeutic features of the product and the medicinal properties of the botanical ingredients.

Launched at the New York Indie Beauty Expo, the brand was an immediate hit with the discerning New York market and was nominated Best in Show in the serum category.

 

The brand was picked up by a range of high profile PR companies and beauty editors and given valuable publicity in luxury travel, beauty, fashion and lifestyle media.

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