ésika
Brand Positioning
Purpose Development
Values Alignment
Brand Architecture
Product Redesign
Campaign Development
Creative Direction
Brand Management
Over a three year term, we partnered with ésika, one of LATAM’s biggest beauty brands, to solidify their brand DNA and align their go-to-market strategy, marketing initiatives, portfolio, and communications tactics to the brand pillars we established.
As the leading brand in a portfolio of brands, ésika was growing but also eroding the brand value of its sister brands due to a poorly defined brand position and reactive design tactics. The team challenged us to define a distinct brand position and guide a strategic refresh of the brand portfolio and communication tactics. The goal was for ésika to occupy a unique space in the market and enhance its value perception without cannibalizing its sister brands.
Outcome
Brand Platform Refresh
To create clear differentiation between ésika and its sister brands, we redefined the entire brand platform – from values to voice. This important framework outlined clear criteria for evaluating what was on brand what was not – helping internal teams stick to the brand position through every activation.
Product Assortment Overhaul
Partnering with internal teams we worked to align the entire product portfolio consisting of multiple franchises in color, skincare, fragrance, hair care, and personal care to the updated brand platform with strategic guidance on future product development and portfolio requirements.
Visual Identity Overhaul
We updated ésika’s outdated design principles to create a fresher and more modern identity. Creating comprehensive guidelines that included everything from brand fonts to model selection for each sub-brand in the portfolio, we helped ésika’s internal teams adopt a new approach to all design projects from catalog layouts to social media graphics.
Campaign Creative Direction
To ensure a successful relaunch of the brand, we directed key campaigns across multiple seasons. From art direction to photoshoot production to graphic design, our team provided end-to-end creative.
