MORROW BEAUTY

Morrow is the easiest way to stay smooth and fight fine lines and wrinkles like there’s no tomorrow.

Serial beauty entrepreneur and co-founder of Peach & Lily, Cindy Kim, understands the power of Korean skincare. For her latest venture, she had an idea for a natural, needle-free treatment that could make smoothing fine lines and wrinkles so easy you could do it in your sleep. She had her proprietary formula, supply chain, and business model all figured out, she just needed a name and brand identity to bring her vision to life.

We partnered with Cindy to create a fun, vibrant brand that stood out against a landscape of muted, clinical competitors on Amazon and invited millennials to experience beauty sleep in a whole new way.

Our Services

(87)BrandLaunch

Brand Focus

Brand Strategy

Brand Name

Verbal Identity

Visual Identity

Brand Focus

Smoothing out the strategy.

Before diving into design, we needed to build a strong strategic foundation for Cindy’s brand to grow from. We started with a one-day Brand Focus workshop, diving into the details of her new innovation as well as her goals, audience, and competitive landscape.

Cindy wanted to become the go-to for fine line and wrinkle care. After exploring the beauty landscape, we noticed that so many beauty brands and influencers were encouraging people to prevent wrinkles by laughing, frowning, and squinting as little as possible, but what’s the fun in that?

Wrinkles are something you can’t outrun, but with Morrow wrinkle patches, you could still wake up and face the day feeling your best — with skin that feels smooth, hydrated, supple, and youthful. Cindy had an opportunity to carve out a niche by offering people a way to embrace aging while still living life to the fullest.

87BrandFocus Workshop
Brand Core & Audit
Vision, Mission, & Values
Audience & Personality
87BrandSpark

Brand Design → Name

Look forward to living life. Look forward to Morrow.

Our first challenge when it came to the verbal identity was coming up with a name that fit our strategy and stood out against the competition. We found that the competition really fell into two camps name-wise — they either felt super clinical, like SilkDermis or Nurive, or overly juvenile, like Frownies or Wrinkles Schminkles. We saw an opportunity to create a name that was fun, but also had some gravitas and maturity — one that balanced sophistication with play.

Morrow checked those boxes. Inspired by the word meaning “the near future,” it leans into the story that life and aging are something to embrace. We wanted to inspire people to look forward to living their lives to the fullest — and look forward to Morrow.

Brand Story
Naming Workshop
Trademark Screening
Brand Name Story
Product Naming Construct
Domain & Social Handles

Brand Design → Verbal Identity

Dialing up that “Cool Aunt” energy.

A balance of sophistication and play was built into every level of the brand, voice included. We worked with Cindy to develop a framework to help her tell her story and frame Morrow in the contexts most relevant to her audience. When it came to personality, we thought of some of the most important figures in our lives, “the cool aunts” we always looked up to—the women who are stylish, sophisticated, witty, and utterly unafraid of being themselves.

With fun lines like “stay smooth, darlings,” and “stick it to wrinkles,” we spoke to the utility of the product while putting a smile on our audience’s faces. We applied that voice throughout the brand experience, from the brand website and Amazon pages to packaging, dialing the voice’s playfulness up or down depending on the context in which it appeared.

Personality
Tonality Pillars
Brand Voice Guidelines
Messaging Toolkit
Tagline
Website
Packaging

Brand Design → Visual Identity

Bright. Bold. Beautiful.

As with the name and voice, the visual identity blended sophistication and play. “Morrow” isn’t a perfect palindrome, but it’s close. It’s balanced and symmetrical, evoking the idea of looking in a mirror. It’s about the importance of self-love and self-reflection, looking backward and forward in one’s life.

The color palette is intentionally unexpected. It was designed to stand out with elegance and play in an otherwise muted and clinical category. It’s a look that’s as bold and beautiful as the people it’s made for.

Brand Storyboards
Visual Identity
Art Direction
Photography Style
Typography
Graphic Elements & Illustrations
Brand Guidelines

Brand Activation

Facilitating a wrinkle-free rollout.

With this being a BrandLaunch project, we needed to deliver the essentials to help Cindy tell her story and launch her new brand. The plan was for Morrow to begin as a D2C brand to be sold via Amazon, and later rolled out across retail outlets, so we focused primarily on packaging and digital assets.

Thus far, Morrow has been an enormous success, selling thousands of units per month on Amazon and making waves across the beauty community. It's safe to say this innovative beauty brand has a bright future to look forward to.