NU SKIN REBRAND
CHALLENGE
After 23 years without an update, the global opportunity skin care and lifestyle brand needed a refresh without compromising global brand equity and recongnition. The opportunity brand operates in all global markets and offers skin care, vitamins, nutritionals, and lifestyle products. Refreshing an older brand with such footprint and reach provided a unique challenge to bring it into the modern marketplace, as well as reinforce the brand as the leader in opportunity product sales.
APPROACH
Exploring numerous visual approaches in iconography, color, texture, and voice, we landed on a simple way to modernize and personalize the brand, while still keeping its history and global reach intact. Appealing to the global audience and keeping the overall logotype as iconic as possible ensured a cohesive global brand.
Updating the photo aesthetic has proven to be another way to build brand success and awareness globally, working with photographers Yulia Gorbechenko, Zoey Grossman, Trevor Owlsey, Kate Powers, Simon Burtsall, Patric Shaw, Thomas Schenk, William Abranowicz, David Meredith, Philppe Salomon, Williams & Horikawa, and Liz Von Hoene we launched ageLOC and dozens of other brands as one of the most advanced skin care system and vitamin companies in the world.
RESULTS
Effectively keeping valuable brand equity, and building the refresh through packaging, business marketing, signage, events, and global initiatives has allowed the brand to live and strive again and the company to navigate the next 25 years with a progressive thoughtful mark that represents their legacy. Since the rebrand initially started in 2008 the stock price of NUS has gone from $12 in 2007 to a peak of $140 in 2013 and the company continues to grow in value and influence in the luxury beauty and lifestyle space.
SEE MORE AT https://www.nuskin.com/brand
