The Yard Creative leads the brand and identity for indu - the teen, socially conscious beauty brand with attitude

The Yard Creative was enlisted by indu whilst launching their teen beauty brand with a difference, co-created with teenagers - offering an age appropriate and inclusive brand that empowers this influential age group to explore their individual beauty.

TYC were approached by beauty veterans Aaron Chatterley and Richard Schiessl, co-founders of Feelunique, and Reena Hammer, former Managing Director at Urban Retreat to create?an age-appropriate and inclusive brand that empowers teen’s to explore their individual beauty.?

The challenge was a balancing act between a number of aspects: the desire for a fun, young brand with one that was responsible and conscious, being natural versus bold, encouraging confidence but avoiding narcissism, and appealing to two very different audiences: the teens themselves…and their parents.

Research & Strategy

TYC spent time deep diving the current teen beauty market and partnered with kids digital agency KidsKnowBest, running a series of workshops, collaborating with the target audience of teen “skintellectuals” getting their opinions on skincare, the brand name, look and feel and overall packaging for the full product range. This led to a clear and concise brand position and purpose: A world where individuality is your strength,no matter who you are, what you look like or what it means to you. Ultimately, allowing TYC to come up with Indu’s ‘Big Idea’ :

It starts with you.

Brand

TYC developed a brand synonymous with their primary target audience, something that would resonate with teens in an authentic and familiar way. The brand was created to be bold to celebrate courageous individuality (during what can be a difficult life stage), zesty to show their love of having fun and experimenting (but also to never hide who they are or how they’re feeling), inquisitive to reflect their curious souls (and love of exploring), and nurturing in their support of community (and conscious conversations).?

This was reflected through the visual identity, with a complementary colour palette of warm zesty colours - balanced out by cooler tones, all of which are expressive of Indu’s bold yet nurturing brand personality.This was complemented with a bespoke wordmark, created using circular type, enabling it to interlink, creating a visual representation of childhood to teenhood to adulthood, with Geograph being selected as the main font due to its rounded shape. Working with The Yard Creative's guidelines and vision, indu implemented the brand across: brand Identity, brand guidelines,website, packaging and social. https://indu.me

Quotes

“Building a dynamic brand that is an emotive storyteller, empowering for our audience, and one that will be inspiring for future generations has been an absolute pleasure. The indu team set us the challenge of creating a remarkable skincare and beauty brand for teenagers, who want to explore beauty and empower their individuality and self expression. The brand jumps out the screen and off the pack at you in a fun and engaging way; everything from the brand mark, brand expression, art direction and packaging embodies indu’s value

Tom Edington, CEO

"We've been impressed with the quality of The Yard Creative's work and think they've done a brilliant job."

Aaron Chatterley, Co-founder of indu

*Skintellectuals

People who research the ingredients before purchasing beauty products, the teens and tweens of today strongly consider the ethics of any brand they purchase, it will also be important that the brand is green and sustainable.?

The Yard Creative is an award-winning, full-service evidential design agency who only work with clients who want to challenge their sector. Working with global brands, developers and entrepreneurs they work across research, strategy and design, including interior design, branding and comms and digital. Notable projects include: store concept for John Lewis, Womens World Cup campaign for Office x Nike, retail repositioning and launch campaign for Landsec and global rebrand for Pony.

Indu is an industry first beauty brand, created for and driven by teenagers. Our innovative brand comprises of skincare, makeup and a new-to-market category; “colourless”, for teens.

indu is ready to disrupt the market, by focussing on exploring individuality, self-expression and building confidence for a previously overlooked market with teens voice and insight positioned at the forefront of every brand decision.?

?https://kidsknowbest.co.uk/ KidsKnowBest, is kids media agency, driven by insights; powered by youth. Our purpose is giving kids a voice on the stuff that matters to them. We believe that listening is critical to learning. This enables us to navigate an ever-changing and fragmented media space.We put kids’ voices at the forefront of our campaigns to help companies reach and engage their audience, and amplify their brands.