Entry

HoliFrog Situational Skincare

Submitter:

Company:

Concept/Purpose of the Work:
HoliFrog is a holistic, “situational” skincare brand. Originally launched two years ago it is specifically focused on situational face washes. The brand vibe: hand-drawn, free-spirited, optimistic and a little bit quirky with a sketchy frog logo and hyper bright watercolors. Although fun, it ultimately felt childish and didn’t communicate the carefully curated ingredients, product science or reflect the luxury price point. Additionally, HoliFrog was expanding beyond face wash to a broader line of skincare products with more category depth. After conducting a brand audit, we determined a path forward for a brand reorganization and refresh. Our goal was to balance the spirit of the current HoliFrog brand, identity and packaging, while building in sophistication and science. Better tell the situational skincare story and communicate specific product functions. Create a more enticing & meaningful information hierarchy. All while retaining the positive emotional and physical elements associated with the existing brand.

Results of the Work:

The new brand and packaging resonates better online and at retail – visually more impactful in the Instagram feed and better communication of situational skincare as well as ingredient stories.

Prior to the redesign, the founders had feedback from retailers that the child-like packaging didn’t warrant the price point or convey the premium ingredients causing hesitation to carry the line. After the redesign, the hesitant retailers were eager to carry the brand, citing the new look as warm, approachable yet sophisticated.

We’ve also been keeping a watchful eye on their 31.9K IG followers and their comments; so far HoliFrog fans are excited by the new look, noting overwhelmingly positive reactions with many “!!!!” Which tells us we’ve managed to retain the charm while moving them forward and preparing them for growth and more excited fans!!!

How the Work Was Delivered to the Masses:
HoliFrog is currently available online DTC in lovely experiential shippers as well as from major and small luxury retailers around the world (literally).


Credits:
Client:
HoliFrog Situational Skincare

Credits:
Copywriter - Sable Yong
Printer - Franklin Press
Photography - Ted + Chelsea

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