Challenge
PEP Technologies and celebrity co-founder Kriti Sanon asked us to develop a differentiated brand that would blend the natural and scientific, and convey the product’s ability to deliver results – regardless of skin type.
Solution
A tension in the world of skincare quickly became apparent: nature-led products often struggle to deliver results, while scientifically-formulated products can alienate consumers. We needed the new brand to bridge this gap.
Hyphen’s brand identity is centred around the eponymous punctuation mark, from the subtle treatment of the logo’s ‘H’ to the use of a holding device to encase the logotype. The brand is positioned as ‘an affable expert’, bridging the polarising worlds of nature and science, and bringing the possibility of affordable and effective skincare within consumers’ reach.
The packaging is bold but minimal; no scientific jargon, no clinical messaging. Hyphen’s brand world balances credibility with relatability, efficacy with simplicity, and expertise with honesty.
Impact
Teasers around Hyphen’s new name and philosophy generated significant media interest long before the brand launched in July 2023. This was followed by glowing reviews from both consumers and the Indian film industry at launch, and more than 30 press mentions, including coverage in both Campaign and Forbes India.
Hyphen also won honourable mentions for brand identity and packaging at the International Design Awards 2023.
“Conran Design Mumbai shines with unique expertise and creative thinking. They blend design and strategy flawlessly, and have given Hyphen’s logo a distinctive edge.”
Vaishali Gupta, Co-Founder and Chief Growth Officer, Hyphen
