At the natural end there are brands with a slightly home-made feel, often incorporating pictures of flowers and botanicals. At the other end big brands blind with science, gold and silver embellishing presenting perfectly polished logos and complex technical messages.
Sarah and I visualised a simple look: one that spoke to our customers and helped them connect to our story. We called an old friend we thought might be able help. Lucy Dobbs worked for DNA, a design agency with a stellar portfolio. Although we were small fry amongst a line up of big names like Telecom and The All Blacks, the guys at DNA liked the idea of helping us hit the market in a new and exciting way.
We decided to tell Trilogy's story without the over-used imagery of pretty flowering plants and to find a way to express how serious we were about delivering performance without using confusing technical language and symbolism.
DNA realised our thoughts with a simple and chic design that shows we take skincare seriously but also connects us to nature and the environment, differentiating us from the synthetic majority.
Seven years later Lucy Dobbs is still a great mate and we're still hanging out around the boardroom table with DNA, arguing the toss about the Trilogy brand.
Catherine de Groot.
The beginnings of a brand
Straight up and simple
