Studio News + Updates



deliverables Naming // Messaging // Packaging // Digital Strategy


challenge + our process

Parent company, Sibu, approached Pulp+Wire with an interest to create a teen skincare brand that would use the same product formulations as Sibu adult products with an acne solution positioning.

Being one of the very few sea buckthorn-based skincare products on the market Pulp+Wire was delighted to lead Sibu through brand identity systems and packaging design creative.

The challenges Pulp+Wire faced were primarily due to an oversaturated skincare and acne solution market while understanding a need to educate the GenZ target audience on what exactly sea buckthorn is and provided as a skincare product.


The new brand name, Not/Or, came out of copy ideation around phrases positioning the three-step skincare brand for all skin types, and lifestyles. Pulp+Wire in collaboration with Sibu chose the specific GenZ market and created gender-neutral branding, copy, naming, package design as well as a digital marketing strategy.

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