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Fashion - Annorlunda

Annorlunda is a new fashion brand guided by a strong ethos of experimentation. The brief was to create a strapline. I tuned in to the brand's unique name - ‘Annorlunda’, Swedish for ‘to be different’ - to bring the brand's spirit to life.

The result: an empowering call to embrace difference, to experiment with Annorlunda’s clothing, and to step inside the brand’s world.

Creating an identity for conscious-driven skincare

The story

This is It was born beneath the Southern California sun from a love of nature and smart, science-based skincare.

The brief

The founders had a strong vision: to offer people an antidote to the single-ingredient products crowding our bathroom shelves. But they were missing was an identity, tone of voice - and name.

The process

Through discovery calls and brainstorming sessions, I built a brand identity with 3 key character traits. I also immersed myself into all things skincare – and the very best razor-sharp nature writing, memoirs and essay collections for inspiration.

The result

I created a sliding scale tone of voice reflecting their streamlined approach to powerful formulas fusing centuries of herbal with the latest scientific advances. From the brand’s ‘less is more’ ethos for the name and strapline, to elegant, smart and transporting storytelling for their world view.

I penned brand guidelines and phrases to be used over socials and web and to focus pitches.


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