New brand for luxury botanical skincare range from the Cape Floral Region


Product development / Brand strategy / Brand development / Naming / Brand architecture / Design strategy / Trademark design / Visual identity and packaging design / Communications / Campaigns / UI

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


A positioning of 'science meets plant-based leisure travel chic, the baseline brand language was one of pharmaceutical minimalism to convey the powerful healing benefits of the wildcrafted botanicals, conveying a scientific integrity.


In-depth user profiles were developed, an analysis of their skincare needs and expectations as well as their lifestyle choices, of which travel and adventure was the most prominent.


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.