When a product reveals an invisible thread between people who seem completely distant.
Services
/strategy
/purpose
/naming
/brand identity
/logo design
/brand video
/web design
the quest
A third-party cosmetics company, after seeing the positive reception of its products by end consumers, decides to market its own B2C brand. This represents a huge shift in mindset. The name was chosen based on the active ingredient in their formulations: 100% organic argan oil. A company committed to fair trade and organic ingredients, but that hadn't considered these intrinsic values could be an essential part of the new brand.
the revealed
truth
/strategy
The argan tree, native to the Sahara desert, thrives in extreme conditions by capturing atmospheric moisture, storing water, and returning it to the ground. Not only does it halt desertification for its own survival, but it also generates life for its surroundings. From this reality, the concept of a calm, soft, and natural brand was born—one that communicates tremendous effectiveness by combining the power of nature in high concentrations with human wisdom.
/purpose
The significance of the argan tree in the desert is amplified to connect producers and consumers. Choosing Argan Meadow directly helps communities that sustain their ancestral way of life by caring for natural resources. Argan Meadow’s production combines agricultural biodiversity, resilient ecosystems, and a valuable cultural heritage recognized as a Globally Important Agricultural Heritage System. Additionally, all knowledge related to argan was inscribed on UNESCO's Representative List of Intangible Cultural Heritage of Humanity in 2014.
the Brave Brand
The expression 'stepping out of your comfort zone' might be overused, but it perfectly defines the attitude of the team behind Argan Meadow. Instead of settling into their business model of manufacturing for others, they bravely dare to enter one of the most competitive markets out there. Bravo to them.
Brand identity
The argan tree is known as the Tree of Life, and with the respectful working methods of Argan Meadow, that life extends from the desert ecosystem to the people who have built their livelihoods around it, and finally, brings life to consumers' skin through its extraordinary cosmetic applications. With the new positioning of Argan Meadow, thanks to the subtle and gentle way the brand connects people, animals, and trees from distant worlds, and through the perfect collaboration between nature and human knowledge, life flows.
Behind the logo
Life Flows, a mantra for creating an entirely new brand identity. A graphic result that reflects the combination of humanity and the natural origin of the product behind each package. Looking at the 'A' that forms the logo’s symbol, you can’t quite tell where the human silhouette ends and the natural flow of the argan oil begins. An identity that reflects the saying 'we are all one,' offering a light and elegant design that speaks of non-intrusive organic cosmetics and silky, easy-to-apply textures.
Brand activation
Launch campaign
A launch campaign built on a powerful visual metaphor, much like the graphic identity itself. The shapes of the human body are interpreted as a reflection of the desert landscape where the argan tree is born and the flow of a dense, smooth drop of oil. Just as day follows night, or a grain of sand drifts from one dune to the next, the product merges with the skin, bringing life even to places where it seems inconceivable.
Web design
Few cosmetic brands have the luck of being able to massively test their formulas through their presence in the amenities of large hotel bathrooms. This was the case for Argan, whose founders decided to create an independent brand for commercial sale after receiving widespread approval from hotel guests, who actively sought to obtain the products for their homes. The curious challenge we faced was that demand existed before the product itself. This led us to develop a waitlist landing page, accompanied by a campaign to maintain interest and begin establishing the codes, story and purpose of the new brand.
The results
✦
The brand has already celebrated five years in the highly competitive world of cosmetics and can now be considered an established business.
✦
The significant cultural shift from B2B to B2C in such a mature and competitive market as cosmetics has been successfully achieved.
✦
Thanks to the success of previous products, the company continues to expand its portfolio with new formulations, appreciated by a loyal community of brand enthusiasts.