WORK CASE STUDY
BFF | Best Face Forward
Skin care brand for acne-prone skin · Southeast Asia
SCOPE
Research | Strategy Naming | Identity
MARKET
South East Asia | Tropical Climate
THE BRIEF
A dermatologist who saw a gap nobody was filling.
Coni Liu is a dermatologist. Every day, her patients come in asking the same question: what can I actually use?
They weren't just looking for a product. They were looking for a second chance, a second skin. Acne-prone and troubled skin doesn't just affect how you look. It affects where you go, what you wear, whether you show up at all.
Coni wanted to change that. To give her patients something she could actually stand behind - skincare that would let them feel safe, confident, and free. At the gym, in school, on dates, in every room they'd been quietly avoiding.
She came in with a clear problem, deep domain expertise, and no brand. Everything was built from scratch.
THE CHALLENGES
Clinical but without feeling Clinical
The brand needed the credibility of medical expertise without the cold, sterile aesthetic that usually comes with it.
Built for the tropics, not a global market
Every existing solution was developed for generic global weather. This brand needed to be made in Southeast Asia, for Southeast Asia.
A brand from nothing but an idea
No existing assets. No name. No visual direction. A complete brand: strategy, identity, and name, built end to end.
THE PROCESS
Four stages. One consistent point of view.
Before a single visual was touched, the entire strategic foundation was built. Competitive landscape, audience mapping, brand positioning, tone of voice, every design decision that followed was traceable back to the thinking done here.
01 Landscape & Discovery
Mapped 5 key SEA markets. Found the gap between clinical credibility and vibrant brand experience.
02 Audience & Positioning
Defined who the brand was for and what it needed to do for them, specifically and emotionally.
03 Brand Strategy
Built the full strategic foundation: purpose, positioning, personality, and voice. Before any visuals.
04 Naming & Identity
Five naming territories explored. Visual identity built from the strategy outward, not the other way around.
THE OUTPUT
Unshakable Confidence.
Dermatologist-designed skin care for acne-prone skin and South East Asian weather, because your beauty deserves a foundation as resilient as you are.
CONFIDENCE | AUTHENTICITY & TRUST | RESILIENCE | EMPOWERMENT | FREEDOM
THE IDENTITY
Visual design built from the strategy, not the other way around.
The visual identity was developed after the strategy was fully locked. Colour, typography, and tone of voice all flow directly from the brand DNA, each decision traceable back to the strategic foundation.
START A PROJECT
Have something in mind?
Every engagement starts with an honest conversation about the problem, not a brief. 15 minutes. No pitch.