Clarify the vision •
After analaying competitors, we found Tahi was about neither beauty nor medicine, but rather wellness. Here we found a unique position and claimed a new category, Self-Care Skin-Care. However, in a market saturated with products that use the cliche of ‘Mother Nature’ as a paternal caregiver, it was important to take a bolder approach. The creative concept was inspired by the idea that strength and intelligence is in all of nature.
And therefore it is within each of us also.
Bring it to life •
The minimalistic logo forms a design element to hold the story, so when images are placed inside they clearly show the connection between people and nature. Reinforcing the tagline ‘we are one’. Carefully chosen imagery reveals similarities between nature and the body, evoking a sense of connectedness and primal power. By juxtaposing wild landscapes with bare skin, we created a brand that feels intimate but also fierce. A brand that is neither masculine nor feminine.
Spread the word •