A clean beauty brand finally worthy of its formulas.

Brief

Sora & Co. had built a cult-favorite skincare line based on serious dermatology — but a brand that read like a generic Instagram challenger. The product was lab-grade, the brand was startup-grade. The gap was costing them shelf space at premium retailers and brand love at premium price points.

Challenge

Reposition the brand from 'clean ingredients' to 'clinical results' — without losing the warmth that built the original community. Earn distribution at Sephora-tier retailers and lift premium-price acceptance.

Our approach

We started with the science. Six weeks of formulation interviews, three weeks with target customers across France and Germany. The identity that emerged centered on 'serious skin, soft brand' — a custom serif typeface, an editorial photography direction, glass packaging with brushed brass detail, and a tone of voice that respects the customer's intelligence.

Outcome

Premium retail listings in 2 European markets within the first launch wave. Strong shift in customer perception (skin expertise score climbed significantly in brand tracker). Average order value lifted on the new premium tier. Brand is now positioned as a credible challenger to category leaders.