SPARITUAL was founded in 2004, by Shel Pink—inspired by clean beauty, spa culture and the art of self-care. A sustainable, vegan beauty brand based on the rituals of self-care. Committed to creating clean, non-toxic products for the spa professional and the self-care activist.
Sparitual engaged TANKindustries for a complete brand overhaul. We worked with Sparitual's product development and education teams, to design the new brand from the ground up–starting with a competitive analysis of the skincare industry. What was working, why was it working, who was buying, how much were they buying, how often were they buying—these questions formed the criteria to guide our branding and design decisions. Once we had a foundation of what was happening in the market, we were able to create a tone-of-voice that not only spoke to Sparitual's audience, but to the markets' merchandisers, as well. With a series of workshops, we extended the tone-of-voice into typefaces, color palettes, patterns, and textures, as well as tone-of-imagery for photography.