Responses by Zulu Alpha Kilo
Background: Consonant isn’t a typical skincare company. It makes premium products created with 100 percent natural and organic ingredients. The brand already has two successful locations, but to launch its flagship location in Toronto’s trendy Queen West neighborhood, we wanted to attract the attention of local shoppers by showing how Consonant’s communications is as organic and natural as its products.
Reasoning: The default images in the beauty and skin care category are usually pictures of pretty faces with pretty skin, an approach that was a bit too simplistic for both the brand and its new neighborhood. So, we looked for inspiration not in the skincare category, but rather in Consonant’s new neighborhood by highlighting the beautiful imperfections and textures of the area itself.
Challenges: Crafting something that truly lived up to the brand’s promise of doing things differently, and would set it apart in the skincare category and in the new location.
Favorite details: How all the pieces came to life. We landed on some ambitious ideas that required more than a simple poster to be printed. There were adhesive coatings, ultraviolet sensitive ink, peel-off coupons and a multi-layer hoarding, just to name a few. Luckily, we had a great, collaborative partnership with our provider and in the end, we not only managed to get all our pieces printed, but we had them work the way we had envisioned them.
Visual influences: The different textures of the neighborhood. Dry, damaged, creased and cracked, these beautiful blemishes of Queen West were not only full of character and unique to the street, but also were a perfect way to speak to the skincare needs Consonant’s products are designed to address. We also wanted to celebrate all the beautiful and diverse skin tones found in the neighborhood, so we crafted a color palette that reflected this.