Branding isn’t just about how something looks. It’s about how it feels. And more importantly, how it’s received in the market place.
We recently revisited the identity of Puremess Skincare, a local family-run skincare business we’ve worked with before. Passionate founders who care about their carefully formulated products and with a clear ambition to grow and step into a more competitive retail environment.
But here’s the brave part... they listened!
They listened to customer feedback – along with guidance from industry experts – which suggested the existing brand felt a little too personal. It didn’t quite align with the broader market they were now aiming to sell into. For many businesses, that’s hard to hear. It can lead to hesitation. Delay. Internal resistance.
But not here. As a small, agile family business, they were able to pivot quickly and decisively. No corporate red tape. No endless sign-off cycles. Just clarity, trust and momentum.
Working closely with the client we softened the colour palette to create a more refined, premium feel – something that would sit comfortably on retail shelves while still retaining warmth. We introduced delicate hand-drawn illustrations inspired by the skincare ingredients themselves. Subtle botanical touches that communicate care, craft and quality without overpowering the design.
We also developed box packaging. Moving into retail means thinking beyond labels and jars. Outer packaging becomes essential – for protection, for compliance, for shelf impact. The brand now works beautifully in point-of-sale environments, giving it the structure and presence required in store.
The response has been universally positive. The new look has been warmly received by customers and retailers alike. The updated website now mirrors this softer, more elevated identity – and it’s performing strongly, reinforcing the brand message across every touchpoint.
This is the advantage of being independent and family-run. When feedback comes in, you can act. When the market shifts, you can respond. When opportunity appears, you can move. Larger organisations often can’t turn that quickly. But smaller businesses can create meaningful change in a remarkably short time.
Brand isn’t fixed. It evolves as your ambition and your market evolves. And sometimes being bold isn’t about standing still and defending what you have. It’s about being brave enough to refine it and move on.
Do you need to refine the way you look... Let's talk!
