Siella
A Make Up Brand that Celebrates your Authentic Beauty!
Challenge
This is how a Bluehatter turned into a client. The client had just finished her Master’s degree and was looking to start a makeup line, as it was one of her callings in life. She asked us to accompany her on the journey as she launched her business in Dubai. The client had a preliminary idea of how she wanted the brand to manifest itself and we collaborated with her on strategy in order to bring her idea to life.
Intervention
We began by first catering to the client's vision, finding out exactly what she wants to make out of her brand, who she wants to address, and finally what is going to differentiate her brand from the already-saturated cosmetics industry.
Our brand strategy included an extensive market research and several competitor brand audits which included best practices analysis, product swatches and testing, price comparison and a comprehensive competitor analysis. In order to tap into the current market, we conducted research on the latest trends globally to harness any lesson learned. These included waves like differentiated and insta-worthy packaging, tech-focused products, customer acquisition initiatives, and more. Also as mentioned, part of the brand strategy was analyzing case studies to deduct relevant insights.
Results
The naming process was a long and extensive one. However, after several meetings with the client, the name came up spontaneously while one of the co-founders of Blue Hat was having a conversation with the client. And so, Seilla came to life. Siella, is a name that reminds us of “ciel” in French to connote: endless possibilities --which is on point for a make up brand.
We positioned the brand, narrowing its focus with a purpose and brand personality and values. As a result Siella came to life. It is made and designed in #italy, and the business operates from Dubai. Siella’s brand aims to highlight a woman’s uniqueness, by ensuring that each woman stands out in the crowd through her natural beauty. It calls on women and girls everywhere to embrace their own beauty, rather than living up to the industry’s standards. We have worked with Siella on the market research, brand inception, logo design and overall branding strategy in the early phases of the project. In addition, we defined the brand's name and architecture, which connotes a heavenly feel and gives a nod to ambition and glamour.
We also created the branding identity where we translated Siella’s core DNA into a visual. The dandelion connoted a symbol of clarity, purity, and cheerfulness, the typography denoted simplicity, and the pink color showed the universality of loving oneself. The packaging followed suit remaining true to the functional and appealing aesthetic we had originally decided on by including everything a woman might need in one palette package.
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