PerfecTone Case Study
PerfecTone, a luxury skincare line, blends the sophistication of European skin care with the radiance of the Bahamas. Focusing on the art of renewal, they believe that beauty is ageless and create all of their products to embrace individuality and enhance well-being.
Brand Audit & Assessment //
In this phase we conduct an analysis of the current situation of the brand. We look at what the client currently has, any existing collateral, what's working, and what's not working. We assess various criteria: relevance, difference, and equity.
A rich heritage: PerfecTone was founded in 1980 by Liloutie (Lila) Ramlakhansingh-Pinder. Her European training in aesthetics & skin care, combined with the assistance of highly trained chemists and doctors from all over the world, allowed Lila to formulate the unique PerfecTone line of products.
Brand Brief //
At this stage, we articulate our client's needs, and determine the challenges they are facing. We also look at what opportunities lie ahead of us, and what goals we need to accomplish.
Challenge - Acquisition //
PerfecTone board members’ main concern is that people are hesitant to try the products. Most of their customers first come saying they have tried everything and nothing worked. So their trust is shattered.
Challenge - Retention //
The company not only seeks to draw more consumers towards their products, but also retain their current loyal customers too.
Challenge - Differentiation //
PerfecTone is looking to stand out amidst the crowded space of other cosmetic companies.
Competitive Analysis //
At this point, we look at what competition is doing. Their logos, colors, packaging, USP, advertisements, and strategies.
Audience Research //
Here, we analyze the target market and look at the different factors that influence customer behavior such as: demographics [gender, age, location, family size, income, education, and occupation], psychographics [lifestyle, social class, beliefs, fears, values, motivations, behaviors].
Brand Strategy & Solution //
We developed PerfecTone's brand strategy around a single, central, unifying idea of empowering women of all ages to embrace their individuality and enhancing the lives and confidence of women by revealing their intrinsic beauty.
Brand Visual Identity //
We created a luxury minimalist design, with an emphasis on distinctive fashionable letterforms that would complement the intensity and strength of a contemporary cosmetic company.
The new identity is timeless, clean and modern. It enriches the brand image even further. Using a high contrast of black and white ensures that the brand is visually elegant and fundamentally timeless.
Story & Tagline //
"A tagline is a slogan, clarifier, mantra, company statement, or guiding principle that describes, synopsizes it helps create an interest." – Debra Koontz Traverso
“There’s Something Different About You.” This memorable tagline captures PerfecTone’s brand essence, personality, and positioning, and distinguishes the company from its competitors. It is the brand promise.
Packaging Design //
Weary of too much choice on the shelves, many consumers are turning to packaging that cuts through the noise with simple, black-and-white communication that combines bold type with plenty of negative space. In a simple yet brilliant design, we met the packaging challenges by creating a subtle, straightforward design. Sophisticated without being gimmicky. Utterly authentic and fundamentally timeless.
When the consumer encounters the new PerfecTone line, they are met with an alluring design that piques their curiosity. The packages are a pleasure to open, stunningly beautiful, and environmentally conscious.
Brand Style Guide //
A set of guidelines provide the road map and a reference point for how to apply the brand's visual identity. The guide outlines how to use and not use all the elements that make up the brand's visual identity. Solid standards save time, money, and frustration. They ensure cohesion and preserve the brand's essence by ensuring consistent representation across all touch points.
Brand Collateral //
In this phase we create any and all applications for digital or print while ensuring that each collateral piece conveys the brand personality and aligns itself with the overall strategy.
Other Services //
We recommended vendors for packaging and containers, printing and labels. And we also designed and developed PerfecTone's website (optimized for desktop, mobile, and tablet).
