A fluff-free skincare brand to inspire joy.
- PROJECT SCOPE:
- Brand Strategy
- Name Development
- Campaign Concepts
- Marketing Collateral
- Melbourne, Australia
Upstate is a thoughtfully considered beauty brand that is set to lead the market when it comes to attainable, results-driven skincare with cut-through. Set on a success trajectory and with a clear objective to define the brand ethos and differentiate what sets Upstate apart in a highly saturated market, the team approached us to bring this vision to light.
Full case study launching soon.
The brand in the making.
Playing to the overarching concept of ‘living in your Upstate’, there’s a friendly, soft quirkiness to the brand, evident in the primary font. It immediately creates a sense of familiarity and warmth, while the playful application of typography and brand messaging allows Upstate’s fun and welcoming personality to shine. Built around summer splashes of Periwinkle and Sunshine, the colour palette plays on the uncomplicated joy nature brings.
Natural, unfiltered photography focuses on the various faces of potential consumers, highlighting their fresh, glowing complexions and joyful smiles. Put simply, people living in their upstate. At the centre of the identity is a simple and gregarious logomark whereby ‘Up’ extends upward, nodding to the energy of the name and the brand’s attitude. The design team also developed a multifunctional visual and verbal identity system that reveals itself through simple touches of movement, playful illustrations and a bold colour palette to capture the energy and enthusiasm of this multi-functional, budding brand.
“Smack Bang took us from idea to brand. It has been an absolute pleasure joining forces to build a rock solid foundation to launch from.”
Merle Kahn, Founder