Sustainable self-care brand, Postcard, subverts common beauty brand identities

Partnering with UK-based creative agency Robot Food, Singapore-based beauty brand Postcard has refreshed its identity and strategy to appeal to global consumers who just want to enjoy treating themselves to self-care. It was important to Ben Brears, creative director at Robot Food, to keep Postcard’s eco-friendly and authentic values at the forefront of the new design and also convey the brand as inviting and compassionate. The visual system compiles of multiple illustrations which highlight the personality of each product as if they were stamps from around the world and a new logo inspired by vintage store signage.