The new Portia M brand identity revolves around the core message, "Celebrate Your Identity," focusing on empowering individuals to embrace their natural beauty and uniqueness. The goal was to create an inclusive identity that resonates with the women who use Portia M skin care products, celebrating authenticity, confidence, and natural beauty. By using the isiZulu language, the brand acknowledges and respects the cultural heritage of a significant portion of its consumers, enhancing the connection to the women who use the Portia M brand. Vibrant watercolour illustrations of confident women are central to the brand's visual identity, symbolising how beauty shines through self-acceptance. These illustrations highlight women’s personal journeys and their pride in their unique identities.
The identity extends across all brand collateral, from packaging to store installations and accessories, creating a cohesive and immersive experience. Packaging features watercolour women and marula motifs, emphasising natural ingredients like marula oil, which nurtures the skin. In-store installations of the illustrations serve as reminders of the brand’s core message. Tote and toiletry bags use the same design elements, allowing customers to carry the brand’s empowering message with them.
Mirror stickers and affirmation pamphlets placed in malls also reinforce self-love and the brand story, reminding consumers to celebrate their natural beauty. The marula, symbolising nature and nourishment, connects the visual identity with the product's essence. This thoughtful integration of visuals and messaging creates a modern, inclusive identity that inspires women to embrace their natural beauty and celebrate who they are.