A sophisticated game of opposites

Services
- Brand Purpose & Beliefs
- Brand Positioning
- Brand Narrative
- Visual Identity Design
- Naming & Verbal Identity
- Packaging Design
- Communication
Industry
- Beauty & Personal Care
Client

Two Poles

Two Poles is a new brand of signature cosmetics born out of the vision of Anna Fuster, to demonstrate that there is a truthful, effective and respectful way to make cosmetics, and to prove that science and nature do not have to be opposites.

Challenge

Connecting
with skintellectuals

Our challenge was to deliver a global, distinctive identity, creating a single coherent brand capable of combining the different needs of a very broad public: naturalness, effectiveness, transparency, simplicity and sophistication.

We targeted three types of Skintellectuals: those who choose natural active ingredients for their commitment, those who choose chemical active ingredients for their efficacy, and those who choose simplicity and fair pricing. The goal was to connect with a very diverse, increasingly demanding public with diverging perceptions of science and nature. We also detected the great opportunity to position ourselves in a differential way, since the cosmetic market is highly saturated and brands do not offer everything these consumers seek.

In this context, Two Poles was born, a brand that exists to demonstrate that it is possible to do things better, by making honest cosmetic products and treatments that combine the best of natural and scientific cosmetics with simple routines and a sophisticated experience, so that no user has to sacrifice anything. All this, based on a consistent identity that combines the semiotic codes of proposals that have long been disconnected from each other.

Solution

Fusing opposites
with an
attractive naming

To create the naming, we started from the nonconformist vision of the creator to unite different realities in a single brand. This is the origin of Two Poles, an innovative concept that mixes opposites and allows a constant game of contrasts.

A metaphorical name that can be understood on two levels; on the one hand, it focuses on the formulation that fuses botanicals and active ingredients, and on the other it goes beyond the product itself, reflecting the purpose of creating a better cosmetic that brings together opposites in a single brand. Through an evocative, attractive and close approach, Two Poles explains the duality of the proposal: the union of opposite concepts, different ways of understanding cosmetics, naturalness and science, effectiveness and honesty, sophistication and simplicity, creating opposites that attract each other in a groundbreaking proposal that plays with contrasts. What’s more, we reflected the honest personality through "Honest Cosmetics", a descriptive claim that helped to transmit the brand's values, as well as positioning it in the category in which it operates.

Elegant,
sustainable
packaging

A visual languagethat plays
with contrasts

The visual identity focused on representing the literality of opposites, through an oval that alluded to the poles of the earth, as well as the inversion of words in the logo, and the use of contrasting typographies.

The Boldoni typeface helps us to transmit naturalness and elegance thanks to its sinuous and organic shapes while the more austere and minimalist SF Split reflects transparency and confidence. What’s more, to encapsulate the brand universe that springs from these poles, we worked with a palette of pure colors and whites that brought sophistication in a balanced way.

Solution

A naming system
true to
proposal

We opted for a product naming system that also played with opposites, starting with a descriptive naming that appeals to the ingredients of the product, accompanied by an evocative naming based on the functional part of each cosmetic.