We crafted the perfect identity for skincare start-up TRUE, and now they’re selling one every hour

  • ClientTrue Skincare
  • scopeBrand \ Creative \ Technology
x1
Sold every hour
Beauty shortlist award winner 2019

Creating a new British beauty brand

With a storied background in the British beauty industry, Emma Thornton decided to launch her own range of high quality, affordable, organic skincare products, stocked in 70 stores nationwide in June 2018. Following the success of the brand’s launch, this number is projected to increase by 330% in 2019.

Pull worked with Emma to conceive the name and craft an identity for the brand. Bringing the brand’s twin values of honesty and transparency to the fore, TRUE skincare was born.

Woman laying in water surrounded by flowers
Graphic explaining the True brand
Hands in the soil depicting earth
a lake and greenery depicting water

The Challenge

While most oils and skincare products on the market claim to be organic, the real percentage of ‘organic’ ingredients is in fact very low. Emma resolved to create a truly organic range, whose purpose was one of honesty. But how you turn this into a meaningful brand? How do you visualise a concept like ‘honesty’ and convey that across a range of packaging and digital assets that need to stand out among a crowded marketplace?


Logo being created from elements

What we did

Our creative team explored what true meant; literally, metaphorically and in symbology. What does the concept of truth look and feel like? Essentially, it’s about stripping away the superfluous and unnecessary and getting back to the essence of what matters. This took us in the direction of origins. Raw, untainted elements. Unadulterated ingredients. The basic elements - Earth, Air and Water.

Truth is untouched purity in its most basic form. Using these elements as a starting point, we looked to the ancient rune symbols for Earth, Air and Water. A series of triangles inset with horizontal marks, when overlayed the three symbols create the TRUE marque. We also developed a simple sans serif custom logotype that has a ‘rune style’ and compliments the marque.

True logo with purple colourwash background
Product bottles next to their boxes

The Results

Our creative team explored what true meant; literally, metaphorically and in symbology. What does the concept of truth look and feel like? Essentially, it’s about stripping away the superfluous and unnecessary and getting back to the essence of what matters. This took us in the direction of origins. Raw, untainted elements. Unadulterated ingredients. The basic elements - Earth, Air and Water. Truth is untouched purity in its most basic form.

woman walking along sidewalk with Ture Skincare bag
Branded headed paper and phone case

“From the moment I mentioned my vision, they just got it, delivering something truly unique, thoughtful and beautiful.”

Emma Thornton, Founder
Box holder
Make up bag
Close up of new logo, using geometric interlocking shapes

“We’ve received such an incredible response since launching the brand and I can’t thank the Pull team enough for making this vision a reality.”

Emma Thornton, Founder
Facial oil and soap

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+44 (0)1483 424460 INFO@THEPULLAGENCY.COM GUILDFORD, GU4 8EP