Pause
Rebranding, Brand Strategy & Packaging
The ‘care’ in skincare had started taking a backseat. With people blindly following trends and social media recommendations, there was a dearth of a skincare brand that actually wanted you to STOP AND REFLECT. And so, emerged Pause – a skincare range that embodies mindful and gentle self-care routines.
When it comes to skincare, Pause is on a mission. To help you understand your skin better, heal it, and give it the care it so rightfully deserves. And Pause wants to do it by spreading the right knowledge about all things skincare.
So we defined the brand archetype as Sage. As it is all for mindful skincare over uninformed, reckless buying.
Keeping this in mind, we designed a logo depicting a sage sitting cross-legged to promote calmness, mindfulness, and insightfulness. With the hands of the sage together in front, it also forms the pause icon that ultimately promotes the brand philosophy to TAKE A PAUSE.
Have you ever wondered why being outdoors makes you feel calmer than being indoors? Because that is when you can connect with nature in more ways than one. That is when your thoughts get more space to move freely. That is when you can actually STOP AND REFLECT.
So, what better way to represent Pause’s brand philosophy than by using landscapes and elements of nature to bring out the deep connection that humans share with the great outdoors? Therefore, every Pause product package was designed to represent a different natural element.