Consonant isn’t a typical skincare company. They’re making premium products from 100% natural organic ingredients. So, to launch their new flagship location along Toronto’s trendy West Queen West, they needed to demonstrate a level of creativity that would set them apart from others in the category and earn them the attention of local shoppers in one of Canada’s most vibrant retail environments.
We found the images in the skincare category were too simplistic for the brand and its new neighbourhood. So, we looked for inspiration outside the category and found it on the streets of Queen West. Dry, damaged, rough and cracked, we noticed that the textures of the street itself mimicked the common skin problems their customers were facing. We drew attention to the street’s beautiful blemishes and used them as a unique way to speak to the skincare needs Consonant’s products were designed to address.
The flagship store launch succeeded by both blending in and standing out. By taking inspiration from its surroundings, the brand effortlessly connected with the spirit of its new home and the local shoppers it was targeting. In the end, we were able to make a statement about the brand’s unique point of view and differentiate them in a category inundated with generic imagery.