What we did:
- Brand strategy
- Messaging
- Logo
- Visual and verbal identity
- Brand style guides
- Product packaging design
- Tone of voice
- Brand storytelling
- Brand purpose/philosophy
- Editorial content
- Web design guidance/mockup (Adobe)
- Photography
- Crowdfunding campaign content consultancy
- Investor presentation strategy and content
Challenge
Launched in April 2023, Thérapy is a new millennial skincare brand. It proposes a soothing beauty ritual inspired by the restorative power of herbal tea. The brand’s ultimate goal is to build a warm and supportive community that raises awareness about the importance of psychological health.
In Spring 2021, the founder asked Making You Smile to support the project throughout the preparation process from day one all the way through until the first products were released. The client’s core wishes for our team’s involvement included the following:
- Guide her through the journey of building a brand strategy and story aligned with her soul, aspirations, and goals.
- Help her ensure that every single factor shaping the product concept and the brand was defined and created with clarity and consistency.
Solution
To make Thérapy’s value proposition unique and appealing in the extremely saturated cosmetics market, we decided to go the extra mile in developing the brand’s storytelling.
We began by investing a significant amount of time in conducting a soul-searching analysis. The key objective of this work was to identify the essence of the brand’s cultural, emotional, and psychological components. After that, we helped the client define the brand’s ideal customer profile, purpose and mission statement, core values, and its unique key selling points accordingly.
To enable Thérapy to create bonds with its audience at a deeper emotional level, we knew we had to help the founder tell her story in the most sincere and engaging way possible. We shaped and wrote that story so it acts as the foundation for everything that creates Thérapy’s brand experience. This includes, for example, the unique product use ritual we helped create to make the consumer fully connect with the emotions the brand wanted to evoke.
Exploration
Thérapy proposes a soothing beauty ritual inspired by the restorative power of herbal tea. Since the brand’s ultimate goal is raise awareness about the importance of psychological health, we explored concepts that reflect human warmth, comfort and serenity.
The final result
What they say
G.Y. Park
Founder of Thérapy by Young Cosmetics SAS
A brand that I feel confident about and proud of
Working together with Taehee and her team is a big turning point for me as it is truly effective for shaping a brand that I feel confident about and proud of. Their unique soul-revealing approach has allowed me to identify which cornerstones to lay in order to build a brand strategy that can work for the long term. They are always great listeners and find the most suitable solutions.
Other projects
