New Brand & Branding for TWYG by Seachange — BP&O

Sooner or later over the previous half decade or so, somebody someplace determined that vowels have been profoundly uncool: see Anthropologie’s wedding ceremony line BHLDN; “digital sneaker” model [what?!] and Nike acquisition RTFK; Blndr (sure, it’s a blender) and the likes of Tumblr, Pixlr, and Flickr, which dared to sneak in simply the one. Studying such phrases feels a bit like studying shorthand once more, however nobody does that anymore; or saving as a lot house as doable in a txt msg to keep away from forking out one other 10p. However once more, nobody does that anymore.

Final yr noticed the launch of ‘TWYG’ – a resolutely all-caps, vowel-free luxurious skincare model that hails from New Zealand as is, in fact, pronounced ‘twig’. It’s a relatively candy title actually, however maybe one which doesn’t scream ‘luxurious’; or at the very least, that’s, till you see the excellent branding and packaging created by fellow New Zealander Seachange, an ever-impressive model and design company primarily based in Auckland.

TWYG’s founders say the model was created to deal with “environmental harm to our pores and skin, that may result in untimely ageing” utilizing an ingredient referred to as Totarol which “dates again 100 million years”. That is harvested from the Tōtara tree and permits it to dwell for a whole bunch and generally hundreds of years. “When rigorously harvested, Totarol has the identical antioxidant and protecting properties for pores and skin,” says the model, which payments itself as “the world’s first luxurious skincare with high-dosage Bioactive Totarol”.

Seachange created the title, model identification, packaging designs and web site for TWYG, having been introduced in to work on the undertaking – “an 18-month labour of affection” – in round early 2022.

Whereas the title won’t be one of the best in my view, the structural packaging greater than makes up for it. Seachange says the containers – gorgeously sculptural, up to date orange varieties – have been impressed by the idea of ‘a forest of skincare’. The forest affect is completely summary, bar maybe the differing heights and types of the variants within the TWYG vary, which at the moment contains facial oil, serum and “multitasking hydration cream”. However that’s for one of the best – it’s a forest as imagined by a hybrid of geometry-obsessed Modernists, Mediterranean climates, and Matisse.

If the entire ‘twig’ factor had been interpreted too actually within the designs, we’d be left with spindly brown varieties, which might be ineffective. Likewise the forest has been interpreted with no small diploma of inventive licence – inexperienced feels far too predictable, and absolutely it’s nigh on inconceivable to design skincare packing that resembles an precise woodland.

Seachange says that the packs have been impressed by hero ingredient Bioactive Totarol, and that the “vessels characterize totem-esk constructions [which] when grouped kind a forest-like silhouette.” The company continues, “The palette is an extension of the burnt orange discovered within the core of the Tōtara tree, in any other case generally known as the heartwood.”

Seachange says that the customized vessels have been designed as “keepsakes,” which makes complete sense – the pots and bottles really feel like bizarre little items of artwork that you simply definitely wouldn’t need to conceal in a toilet cupboard. The structural packing designs turn out to be the branding, turning the same old mode of making use of 2D branding to present pack shapes on its head. It’s masterful.

The memento concept is mirrored within the deal with sustainability within the materials decisions: the lids, which every tackle totally different semi-circle shapes relying on the product, are created from recycled plastic in New Zealand; whereas the bases use “infinitely recyclable” glass. TWYG has additionally mentioned that it’s creating refills to turn out to be extra environmentally pleasant in future.

For the reason that pack shapes achieve this a lot of the heavy lifting in the case of the visible identification, the wordmark is much more pared again. Utilizing bespoke lettering, the serifs subtly underscore the thought of tree roots, branches, and – in fact – twigs. It’s a sensible selection typographically: whereas these serifs gently underscore the natural credentials of the merchandise, it seems to be stylish, bringing the rigorous scientific facet of issues to the fore and creating a way of authority and trustworthiness. With out being in any respect shouty, apparent or cliched, the logomark – just like the merchandise – unite historical knowledge and completely fashionable design sensibilities.

The bespoke sort of the wordmark is supported by two secondary fonts: GT Alpina by Swiss sort foundry Grilli Sort, which describes it as a “workhorse serif” however with some beautiful expressive little nuances, and its traditional sans seif counterpart, Helvetica, which solely ever seems in all-caps.

The web site design is a beautiful extension of the branding as discovered on the packaging and different purposes, taking advantage of the suite of distinctive however purposeful shapes and patterns and utilizing some beautiful little moments of movement design that deliver all of it to life.

If, as TWYG says, the model is all about “celebrating the ritual of skincare by igniting all of our senses”, Seachange’s designs for it couldn’t be extra spot on. They’re really unique, playful and simply very beautiful to take a look at – they really feel stylish with out feeling unique or exclusionary, playful with out being daft, conceptual whereas remaining purposeful. As a rule, phrases like ‘category-defining’ or ‘disruptive’ are bandied about a bit of too freely; however right here, lastly, they appear very becoming.