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.