Almighty has created the name, branding, packaging and promotional content for new brand Good Science Beauty. The range was developed in the UK by scientist Dr. Suzanne Saffie-Siebert who spent ten years developing a patented skincare technology. Now named Good Silicon+, it employs engineered Silicon particles to carry combinations of active ingredients into the skin. Her aim was to create highly effective skincare in sync with the body's natural processes with no adverse effects.
As the strategic branding partner, Almighty worked closely with the client team and tactical communications agencies to launch the brand, initially in the USA. Almighty's creative director Matt Burke and brand strategist Emily Penny collaborated with web agency Buffalo to create the website.
"This is an enlightened new generation brand," said Matt Burke, Creative Director at Almighty. "It was important for the design to be style-led and stand apart from scientific cliché. At the same time we wanted the brand to be clear and straight-talking. We think we have found that balance."
The branding was driven by the insight that savvy beauty enthusiasts want to engage with the story around the technology, and want to feel in control of what beauty means to them. Almighty developed a strategy around a forward-thinking attitude and created a plain-speaking, gender-neutral brand on a mission to empower customers. The creative team saw the importance of accessibility, starting with an uncomplicated name: Good Science Beauty. The science is explained through annotated diagrams that try to neither mystify nor patronize.
One of the key things about the product is that while it's derived from the lab, it's also kind. The branding needed to forge a middle way between science-led brands focused on efficacy and natural, non-toxic brands. The tag-line 'In sync with you' references how the product works in tune with your biology and its belief in individuality. One challenge was to overcome misplaced association between man-made 'silicone' and the natural element 'silicon.' The solution was to tackle this head-on through naming the technology Good Silicon+.
The design establishes a clinical theme humanized by illustrated elements, naturally styled model photography, and carefully styled still life shots. This combination of assets provides a flexible toolkit to work across varied channels.
The packaging design uses scientific cues with a 'Periodic Table' style numbering system, minimal graphics and dark brown glass bottles with dropper applications.