Member Article

Corporation Pop launches new skincare brand with online and offline strategy

Corporation Pop has developed the name, brand identity, packaging and e-commerce website for Flint plus Flint – a new skincare brand from the owners of Skin Health Spa, a national chain of advanced skincare clinics.

The name ‘Flint plus Flint’ is the result of extensive market research and user testing. Appealing to both men and women it introduces personality to the brand, immediately connecting it with founders Adam and Maxine Flint.

As part of the brand identity development process, Corporation Pop created a logo based on a custom font inspired by Art Deco typography. The words ‘Flint’ and ‘Flint’ are connected by a graphic ‘plus’ sign, which also acts as an instantly recognisable icon. Brand proposition ‘the secret of skin health’ runs underneath the logo.

Creating brand differentiation was essential to the pack design. Metallic ink in a vibrant colour palette combines with a dark grey background, ensuring instant recognition among the pastel-shaded competitors. A die-cut cross reveals the card inner sleeve, which is printed in one of nine accent colours that define the different product types. Inside the box, dark grey tubes are printed with a fluorescent cross.

As part of the design for Flintplusflint.com, Corporation Pop worked with illustrator David Bailey and copywriter Jez Clarke to create a comic strip format that tells a tongue-in-cheek but largely factual story of the founders’ journey to develop the range. The unique illustrative style and humorous copy work together to provide an edgy contrast to the stylish but serious aesthetic of the other design elements. The products were built in a 3D modeling package to create a series of shots that could be used on the site while the product was still in development.

Dom Raban, managing director at Corporation Pop said: “Sometimes a brief comes along which allows you to flex all of your muscles at once. This project did just that.

“The big players in skincare rely on large marketing budgets to sell their products, spending less on packaging with standard tubes, boxes and printing techniques. Flint plus Flint rely heavily on word of mouth so brand impact was essential. The packaging is premium, completely different to the majority of the competition with intricate detail such as metallic ink and die-cut design, ensuring real stand-out on shelf.

“Similarly, the ecommerce website needed to achieve stand-out, but also be easy to maintain and simple for shoppers to use. We chose Shopify as a versatile and extendable ecommerce platform on which to build the site, and we’re delighted with the results.”

Adam Flint, operations director at Flint plus Flint said: “From spending years of working in the skincare industry we found a gap in the market for premium British-made skin-care products aimed at both men and women, and so embarked on developing our own range.

“We brought Corporation Pop on board when the idea was still in its infancy to enable them to deliver a cohesive online and offline strategy for the product launch. We look forward to working with them further as the brand matures and evolves.”

Flint plus Flint is available at Skin Health Spa clinics across the UK and on Flintplusflint.com.

This was posted in Bdaily's Members' News section by Corporation Pop .