Postcard Beauty: Redefining Self-Care Through Sustainable Serenity
In a world where the beauty industry often pushes unrealistic standards, Postcard emerges as a breath of fresh air. This sustainable self-care brand, formerly known as Oasis Beauty Kitchen, is revolutionizing the way we approach personal care. Born from founder Hildra Gwee’s personal skincare journey, Postcard has rapidly gained recognition across Singapore for its eco-friendly, organic products that cater to haircare, skincare, and lifestyle needs.
A Global Makeover: Robot Food’s Brand Revitalization
With aspirations to expand beyond its Singapore roots, Postcard partnered with UK creative powerhouse Robot Food for a comprehensive rebrand. This collaboration resulted in a fresh brand strategy, tone of voice, naming conventions, brand world, packaging, and website redesign – all aimed at resonating with a global audience while maintaining Postcard’s authentic, sustainable essence.
The ‘Wish You Were Here’ Concept
At the heart of Postcard’s new identity lies the creative platform “Wish you were here.” This ingenious concept positions the brand as an inviting oasis where daily stresses melt away, and mindful consumption becomes an aspirational lifestyle. The rebrand encourages consumers to rewrite their self-care rituals, inviting them to slow down and savor life’s simple pleasures.
Visual Identity: A Journey Through Self-Care
Robot Food crafted a visual system centered around the ‘Postcards’ concept – a collection of beauty products designed to transport consumers emotionally through evocative scents and textures. The new logo, inspired by vintage store signage, features organic quirks and a textured look that echoes hand-printing techniques, paying homage to the brand’s artisanal roots.
Complementing the logo are simple yet evocative illustrations designed as postal stamps from around the world. These sketches capture the essence of each product, reinforcing the brand’s theme of discovery and transportation.
A Voice That Transports
Postcard’s new tone of voice balances sensorial, romantic language with unexpected twists, aiming to surprise consumers and defy typical beauty stereotypes. This carefully curated voice transports readers to different times and places, encouraging them to experience each moment uniquely.
Digital Presence and Beyond
To bring the brand to life in the digital realm, Robot Food collaborated with Hungry Sandwich Club to redesign Postcard’s website. The new identity extends across social media, in-store displays, and home delivery services, creating a cohesive and immersive brand experience that taps into the growing interest in beauty tourism and Singapore’s multicultural vibrancy.
A New Chapter in Sustainable Beauty
Postcard’s rebrand positions it as more than just another sustainable beauty and lifestyle brand. It becomes a thoughtful, aspirational choice for consumers seeking deeper connections in their self-care routines. As Hildra Gwee aptly puts it, Postcard demonstrates that sustainability can be both desirable and intentional, not just a guilt-driven choice.
In a saturated market where eco-friendly brands often blend into one another, Postcard stands out by offering a unique proposition: a chance to slow down, indulge mindfully, and connect with oneself and nature. Through its refreshed identity, Postcard invites us all to pause, breathe, and rediscover the joy in self-care – one sustainable product at a time.