XO Spa | Advertising Campaign and branding
Branding for an Ethical Beauty Brand
The project seemed impossible: a line of cosmetic products that really do not contain preservatives, colorants and other nasty components. A product that’s truly organic and so genuine that you could actually eat it; a product so free of chemicals that you have to keep it in the fridge. Now, here comes the embarrassing part: How do you tell a true story when all the words for telling it have been squandered? Think about it: “organic,” “natural,” “bio-,” etcetera. The majority of skincare products carry those words. It’s only when you read the list of ingredients that you realize they’re fabrications. So, we made a radical choice concerning the use of words, which was followed by equally radical choices in our photography and graphic style.