BRIEF/ CHALLENGE

The Silent Finn skincare brand took shape from my own need for a specific skincare range that suited my skin type and values. I identified a gap for a skincare brand primarily focused on men. Throughout the journey, spanning product creation, design, strategy formulation, sales, e-com and marketing e orts, I ensured that every aspect harmoniously echoed the brand's values and storytelling.

STRATEGY/ EXECUTION

To resonate with Finland's roots, I entrusted the brand name to carry the narrative. "The Silent Finn" embodies the quintessential Finnish man stereotype, aligning perfectly with our products that soothe and "silence" the skin. This resonant name encapsulates the essence of Finnish men and the product's calming impact. This approach materialized from the concept of "silent" communication, allowing us to unlock numerous interpretations that formed a cohesive “silent” visual and, short to-the-point verbal communication. This approach provided clarity on our brand's image and communication channels. The product line featured four essential items, collaboratively developed with cosmetics professionals: aftershave, face wash, shaving cream, and facial moisturizer.

RESULTS/ OUTCOME

After launch, the products were well received by resellers and consumers. In one month's time, the brand got into 20 individual stores, which is really fast considering the niche market and that the focus was not on big chains. The design has been recognized in international design awards, blogs and articles. The brand's swift market entry and global design acclaim affirm that "The Silent Finn" was more than a skincare product – it was an experience and a way out from the surrounding “loud” world. However, the impact of the COVID-19 pandemic severely impacted the business, rendering sales nearly unattainable. Subsequently, the decision was made to sell the business, with plans for a revival later this year.

Brand: The Silent Finn | Role: Art Director, Product manager, Sales representative | Market: Finland - International | Category: Cosmetics

Scope: Product development, Strategy/Naming, Brand design, Web design/store, SOME, Promotion/ PR, Sales