Our challenge was to create a cohesive global identity for Two Poles, cultivating a brand capable of meeting the diverse needs of a discerning audience: naturalness, effectiveness, transparency, simplicity, and sophistication. The aim was to stand out in a market where brands often fell short of consumer expectations. Two Poles had to showcase that effectiveness and honesty, science and nature, and sophistication and accessibility could harmonize powerfully and cohesively.

To meet this challenge, we adopted a strategic approach that seamlessly merged opposing concepts, ensuring the brand's defining duality was reflected consistently across all touchpoints. This led to the creation of the name "Two Poles," which elegantly communicates the union of extremes. The tagline "Honest Cosmetics" was introduced to clearly articulate the brand's philosophy, positioning Two Poles as an honest and unique choice.

The visual identity focused on literally representing opposites, using an oval symbolizing the Earth's poles and the inversion of words in the logo. The combination of typefaces balanced naturalness with elegance and transparency with minimalism, striking a perfect equilibrium between contrasts. For secondary packaging, we opted for an elegant design that conveyed information with minimalist clarity, incorporating subtle details like embossed typography. The primary packaging featured a harmonious color palette aligned with the brand’s imagery. To emphasize sustainability, we utilized recycled and locally sourced materials, creating recyclable packaging. Every detail embodied the fusion of opposing concepts, delivering an honest and innovative proposition that redefines the category.