Rebranding of an African Skincare Brand – Zawadi Naturals to reposition them as a more luxurious African skincare brand, with a cohesive look and feel. Zawadi means ‘gift’ in ‘Swahili’. They are a natural skincare brand based on African ingredients with a collection of products that target eczema, rashes, and hyperpigmentation. Their hero product, African Black Soap, has been passed on for many generations, and is a natural body cleanser which rejuvenates your skin.
“The pop up started yesterday with everyone raving about how nice our branding and packaging looks. Thank you so much to the Bespoke Advantage team – the rebrand has totally transformed the look and feel of the products. Very happy that I made the decision to seek professional help.” Bee, Founder.
Zawadi Naturals was born based on the founders’ personal experience with problematic skin and eczema. Having studied formulating through a leading online skincare school, they had already created their branding however this didn’t position them in the correct manner. The founder approached us to rebrand them to better portray their African heritage and to attract the right customers.
We started by researching the marketplace to understand current and future trends as well as conducted a competitor analysis and a swot analysis of the brand. We reviewed their existing brand identity, which was disjointed, and didn’t reflect their point of difference or their brand values.
THE APPROACH AND RESULTS
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Getting your branding right from the beginning is critical to positioning your brand, and to attracting the right customers. Whilst you may have the best formulations in the world, unless you can strongly position your brand, and communicate your point of difference, it is very challenging to stand out in the industry, or to communicate your brand messaging.
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‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’