Our brand diagnostic revealed that clean beauty brand Undone Beauty had a compelling question to answer, ‘what makes a product Undone?’ but struggled to articulate ‘what makes Undone, Undone?’ 1o8 set out to help them answer this question, and in doing so elevated their communications from product marketing to brand building.

We shaped a core brand belief: Makeup should promote self-acceptance (and we’re going to undo everything that stands in the way), and supported them with a brand archetype to inform communications and distinct, repeatable RTBs to build memory & affinity among conscious consumers.