Challenging narrow beauty standards.

Coles wanted to create a range of grooming and personal care products to compete with the well-known but outdated brands in their stores. In a sea of stereotypical images of beauty and femininity, there was an opportunity to offer a more inclusive, convenient and affordable option. While Coles could not lead on innovation or ingredients, they could shape the conversation by developing an authentic brand with progressive beliefs about self-care. This insight led us to utilise consumer behaviour research to develop a new brand based on the trending desire to end unrealistic and stereotypical beauty standards. In response, One of a Kind was developed as a premium, understanding and compassionate brand using conscious and non-judgemental language. The design uses natural hues and bespoke organic shapes to create unique brand assets unlike anything in the category, which is currently dominated by pink. The name and logo pick up on both individuality and empathy by emphasising the word ‘kind’. Different colour palettes were established for different ranges, and a clear system was introduced with benefit iconography and instructional illustrations. One of a Kind is a brand with high emotional intelligence and an honest tone of voice, which creates sought-after, sympathetic self-care.

Client
Coles

We think business
Category mapping, innovation platform, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand identity, brand voice, key messages, brand guidelines, brand application

Awards
2021 Vertex: Gold