Client
Jawpeer
Case
Brand identity
Role
Stratagy, Design Lead
Time
4 weeks
Project scope
- Jawpeer, today Chumi, had a wish to to develop a new clear brand identity and communication strategy, including visual concept
and layout.
Introducing CHUMI, a Swedish-based beauty, lifestyle brand with a passion for facial fitness. With the identity we aim to make CHUMI a personal and playful brand that aims to become a part of your daily routine.
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Boldness
Simplicity
Curiosity
A progressive and new brand that makes a statement. We are not afraid to stand out with our unique product.
Keep it simple, but significant. We want to represent a minimalistic and sleek brand with a premium visual identity.
CHUMI evokes curiosity. Let's explore that curiosity further with playfulness in our communication.
Process
& Research
Upon analyzing Jawpeer's customer data, we discovered women made most purchases. Interestingly, aside from this fact, there were no discernible patterns. We hypothesized that this lack of clarity stemmed from an undefined market positioning.
When researching competitors, we noticed a trend: they all targeted men with what we liked to call a 'macho alpha workout' approach.
Seeing potential in the female market, we decided to shift Jawpeer from a vague fitness product to a beauty item. This move was inspired by the thriving beauty industry and the rising popularity of facial tools such as gua sha.
Insights
Appealing to an audience with a focus on beauty and health can increase revenue
and interest in the product.
