JULIA REED
Brand Copywriter
JOAH BEAUTY
REBRANDING
January 2022
JOAH Beauty struggled with defining its brand identity. The about us was generic and didn’t give consumers an understanding of what made the brand unique, or its Korean-American heritage. I was tasked with developing an evolution of the brand voice and about us that would simultaneously feel like a natural progression to consumers.
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OLD ABOUT US
OLD VOICE
DEFINING THE TARGET
I first identified that the brand did not have a clear target. After analyzing industry research and the current JOAH consumer, I was able to narrow down the target. From there I developed the consumer profile, taking insights from psychographic research.
BRAND PERSONALITY & VOICE
From there, I performed an audit on favorite brands of the target and identified the core reasons to believe that separate JOAH from the competition. From this, I established the brand personality and voice that shape the brand identity.
NEW ABOUT US
For the new brand story, I led with the meaning of JOAH to create more transparency around the Korean heritage. Additionally, I focused the story on the point of differentiation: accessible skincare-infused makeup. I also worked with the founder to craft a message that brought in her personal experience and brand mission.
