Brand Strategy

SIMPLE PURE

CRAFTED BY RHEMA DESIGN CO

B R A N D S T R AT E G Y

Your brand design is only as

strong as your brand strategy.

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B R A N D S T R AT E G Y

So, what is brand strategy?

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B R A N D S T R AT E G Y

Brand strategy is a plan for how you will build and market the brand. It
encompasses what your brand is, the purpose and goals, and drives the
messaging, tone, and personality. The combined parts of the Simple Pure
character make your brand strategy unique to you. A well defined brand
strategy will serve to create consistency and therefore brand awareness.

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B R A N D S T R AT E G Y

There are new skincare companies starting up every day. The goal is
to make Simple Pure stand out in a saturated market and, over time,
create brand equity. We’ll do that through an effective brand strategy
and a compelling visual brand. Though brand strategy is the less
tangible parts of a brand, it is still incredibly important in creating a
strong foundation. The strategy drives the visual direction of the brand.

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Identity
Know what you do and why you do it in order to effectively
speak to your customers and lead your company well.

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N E X T : D I S C O V E RY
B R A N D S T R AT E G Y

Simple Pure is an all natural beauty and wellness

Who You company focusing on beauty from the inside out.
Are Your products are crafted for health conscious souls.

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B R A N D S T R AT E G Y

You provide a luxurious self-care experience to your

customers without compromising on quality. You
What You provide them with beauty and wellness products
Do that make them want to indulge in themselves and
feel like royalty.

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B R A N D S T R AT E G Y

This prestigious experience is created by offering

natural solutions rooted in natural and organic
How You ways of living. You provide efficacious beauty and
Do It wellness products like facial sprays, serums, washes,
supplements, hair oil and masks.

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B R A N D S T R AT E G Y

The purpose of Simple Pure is to create safe and

effective products without compromising on quality
Purpose while creating a luxurious experience for the user,
making them feel spoiled and regal.

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B R A N D S T R AT E G Y

Simple Pure promises to provide 100% all natural

products and an indulgent experience to our
customers. We promise products made with
ingredients you can eat and an experience that will
always leave you feeling pampered and regal.
Promise
We promise to be true to our roots and present
natural skincare solutions in a modern way to
todays world. Additionally, we promise to do this
in an Eco-friendly way by sourcing the best possible

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materials for shipping and packaging.

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B R A N D S T R AT E G Y

Your personality and brand voice keywords are;

Personality inspiring, confident, romantic, dreamy, soulful and
& Brand heartfelt. These words will be conveyed visually
in branding and photography and throughout the
Voice written copy.

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Discovery
When you know the why, then you create a
meaningful way for people to see your brand.

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NEXT: DESIGN
B R A N D S T R AT E G Y

Your audience is affluent 26-30 year old health

conscious men and women. They are likely college
educated, live in an urban area, are Eco-conscious,
Target and make at least 70K a year. Because they are busy
Audience professionals, they’re looking to indulge in a few
moments of self-care to de-stress from their day and
be transported to a land where they are royalty.

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B R A N D S T R AT E G Y

Kate Taylor
Five Star Chef, Chicago

S A L A RY : $78,000

AGE: 32

R E L AT I O N S H I P S TAT U S : Married

HOBBIES: Gardening, Hiking, Painting

F AV O R I T E M U S I C / P O D C A S T : NPR

S H O P S AT : Farmers Markets, Whole Foods, Able, Sotela, Nisolo, Public Goods

D E C I S I O N F A C TO R S : Likes to support small businesses, particularly if they are female

owned and sustainable.

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B R A N D S T R AT E G Y

Andres Jasso
Art Director & Partner, New York City

S A L A RY : $97,000

AGE: 29

R E L AT I O N S H I P S TAT U S : Relationship

HOBBIES: Exploring New York, running The High Line, photography

F AV O R I T E M U S I C / P O D C A S T : Lovett or Leave It

S H O P S AT : Whole Foods, Outdoor Voices, Alternative Apparel, Patagonia, Allbirds

D E C I S I O N F A C TO R S : Sustainability, a good story, and branding

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B R A N D S T R AT E G Y

Saira Siddiqui
Investment Analyst, Dallas

S A L A RY : $104,000

AGE: 27

R E L AT I O N S H I P S TAT U S : Single

HOBBIES: Reading, exploring the food and coffee scene, volunteering

F AV O R I T E M U S I C / P O D C A S T : True Crime Podcasts

S H O P S AT : Everlane, Farmers Markets, Whole Foods, Able, Kotn

D E C I S I O N F A C TO R S : Supports women owned businesses, organic products, and

companies who pay a livable wage

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B R A N D S T R AT E G Y

Kabir Reddy
Model and Fashion Blogger, Los Angeles

S A L A RY : $84,000

AGE: 25

R E L AT I O N S H I P S TAT U S : Single

HOBBIES: Photography, shopping, attending art shows and events

F AV O R I T E M U S I C / P O D C A S T : Beyonce

S H O P S AT : Trader Joe’s, Tumi, Todd Shelton, Grana

D E C I S I O N F A C TO R S : Quality over quantity

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B R A N D S T R AT E G Y

Your audience is searching for beauty and wellness

Problem & products that don’t harm them or the planet and can

Solution provide them with an unparalleled self-care routine.

You provide this for them.

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B R A N D S T R AT E G Y

The skincare market is quite saturated, so you’ve got

a lot of competitors here. We’ll just discuss some
Competition that are most similar to you in values, offering, price
point, target market, and tone.

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B R A N D S T R AT E G Y

Ranavat Botanics
“High performance botanical skincare inspired by the beauty rituals of Indian Royalty.”

OFFERINGS:

• Facial Serums
• Body Oils
• Tonics
• Masques
• Sets and Accessories
SOCIAL:

• Instagram: 10K Followers

• Facebook: 568 Likes
• Pinterest: 22 Followers
BRANDING:

The Ranavat brand is elegant and beautiful. Their

packaging is incredibly well done, but their website is
less so.
MESSAGING:

Ranavat does a wonderful job of telling their story. They

do this through the written word and high quality videos.
STRENGTHS:

• Have a clear idea of who their audience is

• Beautiful packaging and photography
• Tell their story well

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WEAKNESSES:

• Their website does not reflect the high quality nature of

their brand or products
• Inconsistent use of branding through social media graphics
• Small social followings

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B R A N D S T R AT E G Y

Herbivore
“We bring you products that are safe, non-toxic, and highly effective. We believe in tangible
results you can see and feel, and we believe in the power of nature to bring these results.”

OFFERINGS:

• Moisture Creme • Bath Salts

• Body Polish • Bath Soaks
• Glow Oils & Potions • Bar Soap
• Masks • Hair Mists
• Toner • Beard Tonic
• Face Mist • Lip Conditioners
• Sets and Accessories • CBD Products
SOCIAL:

• Instagram: 431K Followers

• Facebook: 23.5K Likes
• Pinterest: 8 Followers
BRANDING:

Herbivore’s branding is clean and minimal and their packaging is well done
and consistent, but a little bland. Their website seems templated and shows
little personality, but their brand and product photography is excellent.
MESSAGING:

Herbivore knows their target audience and is unapologetic about their values.
Currently, proceeds from one of their lines benefit the ACLU and their fight
against abortion bans.
STRENGTHS:

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• Have a clear idea of who their audience is
• Consistent packaging and photography
• Excellent presence on social media - they show more personality here
WEAKNESSES:

• Their website does not fully reflect their quality or fun personality
• Inconsistent mood and tones

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B R A N D S T R AT E G Y

Sahajan
“Derived from the Hindi word for “intuitive” – Sahajan brings you
the evidence to follow your intuition and chose clean beauty.”

OFFERINGS:

• Toner
• Essential Oil Cleanser
• Face Cream
• Hair Oil
• Eye Cream
• Face Serum
• Body Oil
SOCIAL:

• Instagram: 10K Followers

• Facebook: 4K Likes
• Pinterest: N/A
BRANDING:

The Sahajan brand is clean, minimal, and well done. Their packaging is beautiful
and consistent and their website is easier to navigate than most, but does not
continue their beautiful brand experience.

MESSAGING:

Sahajan does a wonderful job of telling their story and why they got started
through a personal anecdote. They also educate the user on what Ayurveda is.
STRENGTHS:

• Good use of typography in menu and footer of site

• Consistent packaging

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• Tell their story well
WEAKNESSES:

• Their website does not reflect the high quality nature of their brand or products
• Inconsistent use of branding through social media graphics
• Not the highest quality photography

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B R A N D S T R AT E G Y

Pai
“Made in London, we’re a British brand through and through - but we borrowed the
Maori word “pai”, meaning “goodness”, as it sums up what we believe in.”

OFFERINGS:

• Cleansers • Toners
• Exfoliators • Hydrating Cloths
• Oils • Moisturizers
• Masks • Sets
• Serums
SOCIAL:

• Instagram: 68K Followers

• Facebook: 22.5K Likes
• Pinterest: 1K Followers
BRANDING:

The Pai brand is young and playful. It’s consistent through imagery, website, and
packaging. We’re going for something more elevated, but they’ve done a good job
with their branding, with the exception of their blog, which brings in some gold
elements that cheapen their brand identity.
MESSAGING:

Pai tells their founders story in an empathetic way that highlights why she started
Pai - because of her own skincare struggles. They also make clear their values in a
compelling way that establishes customer loyalty.
STRENGTHS:

• Excellent presence on Instagram

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• Consistent packaging
• Tell their story well
WEAKNESSES:

• Their blog branding

• They don’t talk about their sustainability efforts

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B R A N D S T R AT E G Y

People will be drawn to Simple Pure because of the

story you tell and the ingredients you use. These
elements will weave together to form a compelling
brand that connects with people and does what it
Set Apart claims. Pair that with your stunning and consistent
brand identity, packaging, and user experience
and Simple Pure will be set apart from any natural
skincare competitor.

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Design
The Brand Strategy up to this point will be executed
in part with a beautiful brand design.

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B R A N D S T R AT E G Y

Keywords Soulful, Joyful, Luxurious, Romantic, Dreamy

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B R A N D S T R AT E G Y

The moodboard provides an overview of the visual

direction your brand will take. All of the elements
included in the moodboard are strategically chosen
Moodboard and explained in the rationale breakdown. The
moodboard and associated color palette do not need
to be perfect - they’re simply used as a base to grow.

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B R A N D S T R AT E G Y

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B R A N D S T R AT E G Y

TYPOGRAPHY: PRINT: PACKAGING: I M A G E RY : COLOR:

Here we pull in the traditional The print materials This phase is further off, so The imagery throughout Color inspiration was
(serif) yet modern (sans-serif). throughout the brand will these images are speculative the brand will be evocative heavily pulled from the
The primary type will have paper in the brand colors inspiration. What happens and emotional, using warm Sabyasachi Mukherjee image.

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cleverly customized elements and blind embossing, which here will rely heavily on the and moody tones. This pulls The colors feel elegant and
that subtly your story. reflects the elegance and vessels sourced and pricing. heavily from the brand royal, yet joyful and dreamy.
luxury you provide. Much like the rest of the keyword soulful.
brand, the vision here is
minimal and elegant.

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B R A N D S T R AT E G Y

SOFT RED: RUST: GOLDEN: TEAL: CREME:

This soft red represents the This rich orange blend is This rich and warm golden This elegant teal brings a This warm and friendly
purity your products reflect a soulful and traditional color represents some of luxurious and regal vibe to creme will be used in place

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and is a subtle nod to the color and represents joy and the ingredients used, like the brand. It’s bright and of pure white to provide a
cultural inspiration. celebration. turmeric and chickpeas. joyful. dreamy and romantic vibe.

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B R A N D S T R AT E G Y

Overall, the brand will be elegant, traditional with a

touch of modern, and dreamy - hitting all the brand
Brand keywords. Throughout the brand will be subtle nods

Rationale to your story and culture through color, imagery,

and customized type. This will appeal to a broader
audience and not limit your sales to one demographic.

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Thank You!

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