Skin Care. Efficacy is the big game.

Today’s beauty consumers make buying decisions based on how good the product is and how it works. The consumers are not merely convinced by “all-natural” claims. This behaviour can be seen across the world, across categories and is especially true for the discerning beauty consumers. Now, the consumers are focused on safer, better, and more effective products with benefits derived from minimum ingredients. In Singapore & SEA markets, the beauty consumers also look for sustainable brands, that are eco-conscious and do good for the environment. The era of clean labels has just begun.

We set out to create a strong, sustainable brand in the Skin Care category. A brand that is centred around efficacy. A brand that is different. A brand that doesn’t chase natural ingredients; but focusses on the quality of ingredients.

Simplified Brand Philosophy

Going beyond the product attributes and functional benefits, what makes this brand stand out in a sea of skin care brands is its simplicity. Its straightforward, no-nonsense approach shines through in every single brand touch point; starting with the name.

The Brand Name — Iryasa

We generated hundreds of name possibilities at our proprietary Naming Workshop - Let’s go Fishing to arrive at the perfect brand name. Inspired by the words ‘Irya’ and ‘Asa’, describes a powerful healer. The name Iryasa is crafted from two languages - Sanskrit & Hebrew. A global name with an international flair.

The Logo — Intricate. Purposeful.

Mathematics, the language of science, has a lot of special numbers, but none captures the imagination quite like the ‘Golden Ratio’. This divine proportion is prevalent throughout nature – from DNA molecules, flower petals, fruits & vegetables, tree branches to animal & human bodies and even spiral galaxies, suggesting its extraordinary significance in the Universe. You would also find this magical proportion in the Pyramids in Giza, the Taj Mahal in Agra, Michelangelo’s work on the ceiling of the Sistine Chapel, Da Vinci’s Mona Lisa, etc. to name a few.

And now you can add Iryasa’s logo to this list. 

The Logo Design is made with 18 circles, all harmoniously coming together to create the perfect Golden Ratio. It represents an artistic version of a tree - one that is unique in meaningful ways. The warm colours show how the business puts the customers at the centre of everything. The custom designed typeface for Iryasa word mark is a soft balance of sharp terminals with rounded corners. Leaf-like ends add visual interest and class to the brand.

The Brand Identity

Simple and Easy to understand Brand Guidelines ensure the logo and its applications are always as intended.

Branding need not always be disruptive. It needs to be true to the brand. And should communicate the brand at every touch point. In this case, we’re communicating Iryasa’s strong positioning and product innovation, by largely restricting the brand to Black and White palette. The deliberate pop of colours connect the brand with the millennials in highly relevant ways.

Packaging Design - Stripped of artifice.

Iryasa offers various Skin Care products that will restore the skin health, nurture it and ultimately enhance how the skin looks. So, we created 3 broad categories, viz. Restore, Nurture & Enhance; under which the entire range is seamlessly divided.

The conscious choice was made to divide the range graphically by way of patterns, but not verbally (so as to not confuse the customers). The entire range of products follow the same master design principles with subtle changes in the graphics, per product category. It earns consumer familiarity and brand recognition. This small choice pronounces the brand’s philosophy of crafting products that are stripped of artifice.

Iryasa is built on four distinguished values – SIMPLE, THOUGHTFUL, INGENIOUS & HONEST. Much of which is aligned to the brand values of our agency. We’ve crafted Iryasa as a pretty confident brand. The principle of not allowing any junk in to the products, helped create a powerful brand that delivers results - every time under every circumstance. We wanted to brand Iryasa as a holistic approach to health!

Iryasa envisions sustainability. All the ‘this’ and ‘that’ used in the manufacturing process of Iryasa products is recyclable and contributes absolutely ‘nil’ to the perpetual growth of environmental degradation. And let us tell you something not many cosmetic brands would dare to claim - Iryasa products are edible!  It is perhaps time for Skin Care giants to reflect on their strategy and choose wisely.

Many beauty brands have found success by staying focused on defining a distinctive proposition. Umpteen South Korean brands have used this method and taken the Korean beauty market to a whole new level, enabling the market to be viewed as a leader in the beauty industry. Iryasa focusses on innovative beauty solutions with an unwavering attention on the ingredients to carve its own niche.

Iryasa stands out from the crowd in the Cosmetic & Skin Care category – instead of responding to – the emerging beauty trends. As the Branding Agency and partner, our job was to identify that “one-something” that defines Iryasa brand. The answer was simply in eliminating the unnecessary. In this crowded category, we resort to communicating more by saying less. This empowers Iryasa to reach the mainstream market of Singapore, as well as the hearts and minds of the discerning consumers in all of SEA.

Iryasa successfully launched in 2019 and is fast expanding to SEA markets outside of Singapore too. A unique & distinctive Skin Care brand that is all set to revolutionise the Skin Care industry.

Read more about Iryasa’s social media journey on Strongly Positive and check Iryasa’s Instagram page.

Client Testimonial:

Yellow Fishes have been amazing partners to help build our brand. With their creative ideas and experience, they have effectively brought our brand identity to life. We particularly loved their ‘Brand Anchor Model’ approach which is a very structured process of Brand Strategy to arrive at various facets of the brand. They are passionate about what they do, and we loved working with them. Their design & social media teams are amazing as well…with great ideas & inputs and always willing to go an extra mile. I highly recommend Yellow Fishes to anyone who wants to launch a new brand.

Dr. Sarada Raghavan
Founder & Executive Director, Iryasa

Let’s build your brand!

SIMILAR CASE STUDIES