Snowberry Cosmeceuticals 

Late in 2005, Interbrand were approached by businesswoman and bio chemist, Soraya Hendesi, who had developed a natural cosmeceutical product that was highly effective in reducing the signs of aging. Interbrand's challenge was to define the potential of the product and advise the start-up company on all aspects of developing the business and getting the product to market.

Interbrand conducted a worldwide market intelligence report on cosmeceuticals, cosmetics, nature skincare products and luxury products. We were then able to investigate the options and viability of introducing a new product into the market. Interbrand concluded that there was an opportunity to position a brand in cosmetics, but positioned as younger, more aspirational and most importantly in 'new luxury'.

Once the business case had been built Interbrand began developing a 'new luxury' brand that was clearly differentiated from such traditional luxury brands such as Sisley, Chanel, Estee Lauder and other new luxury brands such as Amore Pacific.

This distinctive positioning meant we needed to create a strong visual identity that captured an authentic narrative, and effectively added value to the name 'Snowberry,' which in itself is intended to instantly convey the core ideas of purity, freshness, innocence and enchantment.

For this purpose, Interbrand commissioned London artist Rob Ryan to create the unique artwork that is Snowberry's visual and verbal signature. It is multi-layered and telling stories within stories that reflect the Snowberry philosophy. It is bright and whimsical and is suggestive of a world of 'wonderment' evident in the physical packaging, POS displays, and marketing material and all communications.

For a start-up, Snowberry has quickly gained the attention of distributors and media. It's launch and consumer reception in Germany has been extremely positive. "In a market as crowded as global cosmetics and toiletries, standing out is not just a tall order, it's essential. And more than that, when the brand competes in the luxury category, the visual identity and packaging has a crucial role in instantly positioning the brand and creating consumer interest. That has been the contribution Interbrand has made to New Zealand's premium, anti-aging skincare brand, Snowberry. We would not have been without them!" Soraya Hendesi, Founder, Snowberry

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