Chatham Natural Skin Care was founded to provide relief for dry, sensitive, eczema-prone skin for all ages and skin types. As their consumer base grew, they recognized the need to refine and upgrade their brand prior to transitioning from strictly ecommerce to retail footprints.
The project objective was to design an identity that rivals established skin care brands in the marketplace, broken into two areas:
The brand strategy was to launch the skin care company as a human-centered brand focused on relief. This significant strategic move will help establish the brand as a premier natural skin care cosmetic company. The new identity aims to strengthen a connection between Chatham’s core audience while energizing the Eczema relief natural skincare industry while celebrating the diversity of all their consumers.
We started by clarifying the brand’s main goals, core audience, key-value proposition, and activation strategies. Based on these strategic principles, we defined the path forward to re-imagine the brand.
Using copy as a key brand asset, we developed the tagline, “We provide relief. Period.” This was paired with the functional and emotional benefits of the brand, and included in the positioning framework of its core products. This allowed communication with Chatham’s diverse audience in a simple and straightforward way.
An impactful visual system was developed to bring the brand positioning to life through a distinctive identity and a living system. Using the creative concept of “Putting an end to itchiness and discomfort,” we developed a visual system of typography and diverse imagery to symbolize the brand’s commitment to natural, holistic, relief for all.
The brand's colors were chosen to seamlessly fit within the competitive cosmetic universe, with tones that are found often in nature. The dot, also in the logo itself, and the diversity in photography helps the brand convey its message of relief while standing out from its competitors.
As the brand launches to its audience, the new identity has helped solidify relationships with key retailers and reinforces its ability to attract and convert consumers both online and within physical store footprints. The company is in negotiation with two national retailers to launch its product line within several of their locations.
