DIVIDENDS
Let’s face it. It’s time to invest in yours. We work out, eat right, and now it's time to show up for our skin. DIVIDENDS biology-based skincare is engineered for men who value long-term returns.
Strategy
New habits are hard. Whether it's eating better or building wealth, meaningful change takes real commitment. DIVIDENDS believe that every good choice compounds — leading to lasting impact. This became the basis for the strategic idea behind the brand. The ‘infinite effect’ of good wellbeing choices.
Logo
The logo embodies repetition and routine, while also symbolising compounded growth over time, a visual expression of the brand’s core idea. It features a wordmarque and an icon that can be used together or independently, offering versatility and adaptability across brand touchpoints.
A minimal, stylish aesthetic is used by many brands, DIVIDENDS needed a treatment that was distinct and relevant to the brand’s ethos.
Packaging
DIVIDENDS creates high-end, research-based products, a principle reflected in the packaging design. Technical line work, growing from a single point and expanding with each new section, reflects the brand’s strategic focus. Colour is used intentionally to create tension and contrast throughout the packaging process, shifting from light to dark, and vice versa.
Packaging photography
The brand is built on clarity and directness. The art direction for product photography needed to reflect this.
A mixture of plain white surfaces, white tile, create contrast with the product and add context. Strong lighting adds a sense of clarity and immediacy to imagery.
It was important to build a brand not just around a product, but a lifestyle, grounding the products in place and context. Defining the DIVIDENDS man in the modern day whilst creating a brand language that spoke to the idea of future rewards.
Design & messaging
The design approach was fuelled by clarity and simplicity. A minimal type style and colour palette helps communicate the product’s usage and benefits without unnecessary distractions. The technical, science-backed approach of the brand is referenced with line-based iconography and illustration. Image overlays expand with each segment, visually referencing growth over time.
Tone of voice speaks to a future you. It encourages the audience to make good decisions now, so they can reap the rewards later.
Lifestyle Photography
Lifestyle photography defines the DIVIENDS man visually. He is mature not macho, confident and modern. The purpose of the lifestyle photography is to create desire and context.
Compositions should tell stories, but are suggestive with their narratives: someone on a run indicative of a personal trainer. Suggestive, not literal. Creating intrigue and aspiration.
The brand name has built-in meaning, evoking wealth, return, and long-term gain. This is used to frame self-care as an investment.
Investment insights
Dividends reframes skincare as an investment. Good deeds for future you. This concept extends to delivering ‘investment insights’, using the product’s graphic elements to highlight key data and benefits.
DIVIDENDS is a new startup. A direct-to-consumer brand. Digital platforms are central to its growth, and customer engagement and experience is key to its success.
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