Client: Sothie
Role: Brand Strategist, Art Director
Sothie is a Swedish startup that offers high-quality beauty products through their online platform. When they first contacted us, their brand identity and strategy were not yet established. However, they had a vision to create a brand that blends beauty and culture, with a focus on sports, music, and fashion.
Today, the Swedish beauty market is saturated with numerous players offering similar products with indistinguishable packaging and branding. The question was - how could Sothie compete with the current market leaders in the sea of uniformity, while staying in tune with current cultural trends?
Beauty is no longer about appealing to others; it's about embracing yourself and feeling confident in your own skin. To connect with the audience, we must encourage authenticity.
We crafted the company’s core and long-term vision by creating a cultural beauty brand that empowers people to feel comfortable in their own skin. The goal was to create culturally relevant moments through our communication and by being part of the community. Working with upcoming athletes, artists and creatives who share our values and staying up-to-date with pop-culture will allow Sothie to become a unique player on the beauty market.
In our study of sports and beauty, we discovered that athletes put a lot of effort into their appearance. Looking good on the field or court allows them to focus on their task, which ultimately leads to improved performance. This was also echoed by musicians and other creatives.
So, we developed Sothie's philosophy: Look good, feel good, play good - not only limited to sports, as life is a performance in itself.
