MAVE: Can you still create a unique verbal identity when the visual identity is set?
Marisa Newman, founder of MAVE, wanted to create a female, ultra-luxury brand in a world previously dominated by the most testosterone-laden images of men: shaving.
When she approached Verbal Identity, she had a strong vision, the product development was complete and **Coosa** one of the US’s leading boutique design firms had already started work.
She knew that the design would attract potential customers. But for her customers to be fully engaged, she knew she needed her brand language to reframe shaving as a feminine activity with ultra-luxury cues.
She asked us to create MAVE’s verbal identity, primary and secondary packaging copy, a biography for the brand.
Reframing shaving with feminine and ultra-luxury cues.
We conducted a series of structured interviews with Marisa and her design team to uncover what makes MAVE unique. The challenge was to work with the packaging design firm when so much of the brand’s ‘voice’ had been created already. Concurrently, we carried out an analysis of the women’s and men’s toiletries market.
We were able to see a role for a unique verbal identity when we saw a key difference between MAVE and the rest of the women’s shave market: the brand’s investment in design and a range of products to be used in sequence makes shaving into a delightful ritual.
This insight inspired a warm, pared-back tone of voice that reflects the brand packaging personality, and beautifully complements the established visual identity of the brand.
Better than we can say it
Packaging is in production, and MAVE will launch in 2016. Marisa has asked Verbal Identity to write the hero copy for the MAVE website and to look at other areas where the brand language can engage consumers.