Vivaceous
JDO RAW 2022 submission
Focus: Brand Identity, Packaging, Social Media, Tone of Voice
How can a new disruptive skincare brand give invasive species the finger?
Vivaceous Skincare conserves the UK's native biodiversity by repurposing felled invasive plants into all-natural extracts and fragrances for their product range.
The Challenge
Disrupt the health and beauty market with a bold new brand with a cause. Appeal to Gen Z consumers with an appetite for the latest beauty trends.
The Cause
Invasive non-native species (INNS) are the second biggest threat to biodiversity globally. In the UK, there are 194 INNS, which spread plant diseases, outcompete native species, impoverish ecosystems, and damage infrastructure. They are estimated to cost the country £2bn per year.
The vivid design language and palette convey how Vivaceous brings vibrancy to skin and maintains the vibrancy of our ecosystem. The brand's name marries the ‘aceous’ suffix from botanical terminology with the adjective 'vivacious'.
What's Trending?
Vivaceous' conservation link is inspired by the idea of nourishing our skin as a vital part of nourishing our body's ecosystem. The brand also taps into the growing appetite for wild-foraged ingredients, naturally glowing skin, and beauty with a conscience.
Get Out, and Stay Out!
Vivaceous partners with UK organisations such as Network Rail and The National Trust to remove invasive and damaging plants. This is mutually beneficial; harvesting flowering plants can prevent seeding and spreading, and the plant’s natural properties are used for good.
