Codex
Strategy | Visual Territory Exploration | Copywriting | Brand System
Agency THG Studios
The challenge
Codex is a bioscience beauty company that is setting a new standard in seriously sustainable, clinically proven, vegan skincare. The products are amazing, but the current brand was not succeeding. It lacked personality and distinction, and focused on an all-too familiar story of science in beauty. THG Studios partnered with Codex to strategically reposition and reimagine the brand, to give it a heartbeat and cut though the noise and clutter of the densely crowded beauty market.
The existing brand leans too heavily into conventional science cues, and lacks a compelling story or personality for the audience to emotionally connect with.
The approach
With a data-driven approach heralded by dermatologists, Codex help customers understand the testing process and dissect product claims, using data such as DNA sequencing to innovate approaches that go beyond skin deep. They push the boundaries of what is possible, thinking differently to pioneer seriously sustainable skincare that works.
During the strategic phase innovation was identified ahead of science and sustainability as a territory to position the brand.
Visually the brand plays between macro/micro nature, organic shapes, and technology cues
The result
It’s this innovative, data-driven approach that we honed in on as an ownable corner of the market that would give the brand plenty of room to grown. However, it was key that nature, passion for the planet and the seriously sustainable message remain at the core of the brand. The value proposition: Reimagining skincare with passion, sustainability and data.
The solution was a visual intersection of technology, science and nature. A colour palette derived from elemental nature, typefaces that nod to the tech, and organic, fluid shapes that blended CGI and photographic nature come together to create a distinctive and interesting playground.
Codex is ever-evolving, with pipeline NPDs that sit outside of skincare – DNA kits, Gut Health, and Mental Wellbeing ranges are all in development. The recommendation was therefore to drop ‘Beauty’ from the sign off.
The brand needed a flexible tagline that can keep up with the pace. Reimagining: is ours to own and can be followed by a myriad of options to suit the relevant communication.
