Debbie Thomas is a UK skincare brand specialised in treating skin problems, such as scarring, discolouration and ageing. Last month, they introduced a new visual identity, developed by SomeOne in London.
The new identity is mostly based on elegant typography and graphics presented in grey tones. The most striking part of the new look is a set of brand images that highlight the areas of the body targeted by Debbie Thomas' treatments. They were created by pouring together 100 bags of white flour ad pressing mannequin faces and body parts into it. SomeOne also rewrote different technical descriptions to make them clearer.
"The primary reason for customers approaching the clinic for solutions is so they can improve the impression they give to those around them. This is not a vanity-led purchase, it's emotional — in our research we heard people tell us of how they couldn't bring themselves to meet new people, or face friends and family at seemingly kind and forgiving circumstances — one woman in particular spoke of how they couldn't bring themselves to attend their 21st birthday party, for fear of their acute acne being laughed at." - Simon Manchipp of SomeOne
"The idea of 1st impressions was taken to help create the brand images. We took 100 bags of white flour and set up 'impression tanks' where we pressed mannequins faces, hands, and bodies. The resulting forms were photographed and now form the core brand photoset. The resulting rebrand is a radical departure in the sector. No traditional 'spa' images — no complex descriptions. Just the right impression." - Rich Rhodes, SomeOne's lead design director