CASE/05

A CATEGORY WITH MORE ROOM

STRATEGYIDENTITY

TL;DR AN INVENTED PERSONAL-CARE BRAND FOUND A SPECIFIC ROLE BETWEEN CLINICAL PROOF AND DAILY RITUAL.

OVERVIEW

Cinder Common is a fictional label developed for this static case study. The placeholder brief centered on entering a crowded personal-care category without borrowed wellness claims.

Clear turquoise water meeting a pale sandy shoreline

Palm-lined lawn facing a row of beach umbrellas

SOLUTION

We built a sample position around small acts of maintenance. The language connected evidence to ordinary use and set firm boundaries around claims the brand should avoid.

Woman standing at the edge of a calm tropical beach

RESULTS

SAMPLE OUTCOMES

ALL VALUES BELOW ARE FICTIONAL PLACEHOLDERS.

5SAMPLE CLAIM PRINCIPLES

11FICTIONAL COPY TESTS

2PLACEHOLDER RETAIL FORMATS

GALLERY

FOUR PROJECT FRAMES

NEXT PROJECTA PUBLIC RITUAL FOR CHANGE