Frozen Assets: Building the Arctiva Brand

CHALLENGEArctiva, a new, probiotic-enhanced line of skincare products featuring a proprietary blend of ingredients for people suffering from various skin conditions, needed a brand system that could help launch it into the market while emphasizing the uniqueness of the ingredient’s origins in the glacial lakes of Antarctica.

In the crowded medicated-skincare space, the brand voice and visuals had to stand out.

OBJECTIVECreate a brand system that would uniquely identify Arctiva in the medicated-skincare market and promote its differentiating ingredient, Hydrosurf, formulated from novel bacteria discovered in glacial lakes in Antarctica.

SOLUTIONFollowing initial discussions, discovery, and market research, an agency was engaged to help lay the foundations for the Arctiva brand. We worked closely with the agency’s team to flesh out the logo, typefaces and basic brand elements and, once these were finalized, responsibility for further development of the brand was brought in-house.

Packaging was developed, going through multiple iterations before the team came to an agreement that the right solution was to keep it simple to underscore the products’ clean formulations. The brand’s glacial color palette was used to differentiate between the different products. marketing collateral designed using elements of glaciers, ice, and snow, both to emphasize the brand’s origins in Antarctica and the products cooling, soothing effect on irritated, itchy and painful skin.

With visual and verbal messaging firmly established, product photography was commissioned and the team built an online store, designed Amazon A+ content, developed a sampling program, and put a social media plan in place.

Following a year of planning and executing it was time to help skin condition sufferers find relief.

RESULTSThe truth is that launching a consumer brand is hard, especially going up against long-established competitors. But since debuting, Arctiva has gained loyal customers and glowing reviews. With its strategic positioning, innovative ingredients, strong branding, and compelling story Arctiva is poised to become a significant presence in the industry.

The creative team really excelled in crafting the Arctiva brand system. They translated our vision into a distinctive identity, effectively calling out the products’ unique benefits and properties. Their work not only differentiates Arctiva but also resonates deeply with consumers, setting us apart in a competitive market.

Vic Peroni

COO, Arctiva Wellness