Project Brief

Beauty Factory is a luxury bath and body store with 50 staff members, 7 concept stores and distribution through large retailers like Pick n Pay and Edgars, as well as an online store that delivers across South Africa. They approached Engage with the task to drive their entire brand origination process, as well as all range and product development for the brand.

The Result

In addition to the store concept and signage, Engage also designed in-store displays for the brand, as well as product packaging and logo design for Beauty Factory’s ranges, which included the Originals and ZA Republik.

As the Originals range is all about pure and simple goodness, the Engage team crafted a clean logo and brand identity that represented just that. The simplicity of the logo was then pulled through to the product packaging.

With ZA Republik, we needed to create a proud and uniquely South African bath and body range that brings together multiple cultures, places, stories and effective active ingredients. We began by dividing the country into regions and looking for ingredients unique to those areas that could be used in a way that is different to the usual South African ingredient based products on the market. We then looked for legends and stories that tied those ingredients and places together. The result was a series of sub-ranges, each with a unique ingredient and story, and as a whole, ZA Republik became a range in which every product is different and new, yet at the same time recognisably South African.

Lastly, on the digital front, Engage was responsible for the brand’s eCommerce store and advertising via Google AdWords, complete with monthly eCommerce reporting.