IRÄYE

Opportunity
To use the story of science-backed medical innovation to own a much sought-after but ill-defined staple of the beauty space: Radiance.

Strategy
Decoding 20 years of research and innovation in the first skincare line to activate the power of the lymphatic system.

We were introduced to the brand when it was half-baked. IRÄYE leaders had started their journey investing in a holistic wellness direction that needed a 180º turnaround by connecting to their scientific IP that powers and differentiates the product.

We ‘pivoted’ and rewrote their brand playbook by refurbishing their insights library. Starting with their brand story and fundamental reason to exist we then built out key messaging and a creative platform dedicated to consumable science.


Creative Response
Having established a more concrete brand narrative, HOLIDAY scrutinised the initial design work and further developed IRÄYE’s visual world to better reflect the brand and product. Outcomes included various upgrades to the brand toolkit, packaging, digital direction and content design.


Deliverables
Brand consultancy
Brand strategy
Creative direction
Messaging
Art direction
Packaging design
Digital direction
Pop-up @Harvey Nichols


Photography
Hannah Hillier

Product renders
Fabio Ziplies