Building a new cosmetic brand to empower Eczema relief

Chatham Natural Skin Care was founded to provide relief for dry, sensitive, eczema-prone skin for all ages and skin types. As their consumer base grew, they recognized the need to refine and upgrade their brand prior to transitioning from strictly ecommerce to retail footprints.

Our scope of work

  • Research and Discovery
  • Art Direction
  • Package Design
  • Brand Strategy
  • Graphic Design
  • Visual Identity
  • Messaging

The Challenge

To fuel a new wave of strategic growth, Chatham realized the immediate need to upgrade its master brand strategy. Chatham engaged BKO with two key objectives. First, to revitalize its brand perception from a “product-oriented” company to a “human centric” consumer brand. Second, to define a new brand architecture, graphic system, and packaging design that enables its fast-paced growth.

Our scope of work

Research and Discovery
Art Direction
Brand Strategy
Graphic Design
Visual Identity
Messaging
Package Design

The Challenge

To fuel a new wave of strategic growth, Chatham realized the immediate need to upgrade its master brand strategy. Chatham engaged BKO with two key objectives. First, to revitalize its brand perception from a “product-oriented” company to a “human centric” consumer brand. Second, to define a new brand architecture, graphic system, and packaging design that enables its fast-paced growth.

The Solution

BKO partnered with Chatham to help upgrade its master brand and refine its brand architecture. Based on our strategic recommendations, Chatham will launch a new human-centered brand focused on relief as a significant strategic move to establish itself as a premier natural skin care cosmetic company. The new brand aims to strengthen a connection between Chatham’s core audience while energizing the Ezema relief natural skincare industry celebrating the diversity of all their consumers.

Through a series of co-creative workshops with BKO’s strategy and design teams, we first clarified the brand’s main objectives, core audience, key-value proposition, and activation strategies. Based on these strategic principles, we defined the strategy for the new brand.

Using copy as a key brand asset.

We leaned on our previous relationship with Chatham and our deep understanding of its business to create a tagline, “We provide relief. Period.”

In addition, we worked closely with Chatham to clarify the functional and emotional benefits of the new brand and developed a positioning framework for its core products. This allowed communication with Chatham’s diverse audience in a simple and straightforward way.

Creating a visual system.

Next, our design team created an impactful visual system, bringing the brand positioning to life through a distinctive identity and a living system. Using the creative concept of “Putting an end to itchiness and discomfort,” we developed a visual system of typography and diverse imagery to symbolize the brand’s commitment to natural, holistic, relief for all.

Chatham colors were chosen to seamlessly fit within the competitive cosmetic universe, with tones that are found often in nature. The dot, also in the logo itself, and the diversity in photography helps the brand convey its message of relief while standing out from its competitors.

Lastly, to ensure the new brand’s successful and consistent implementation, we developed a clear and curated brand guideline, which details the final visual identity, the comprehensive visual system, and applications.

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