It naturally adds up.
Iryasa, originally an essential oils brand, is looking to expand its business interests into supplements and skincare. In line with its ambitious expansion plans, the Iryasa portfolio is fast out-growing its brand. Hence, there was a need to set the foundation for a future-proof brand architecture.

The starting point of this project was a deep-dive into the world of holistic wellness, along with insight-gathering around the customer and competition. Laddering up to a distinctive brand positioning and identity, as well as a multi-category portfolio architecture recommendation that was rolled out across Iryasa’s packaging.

With a strong brand toolkit and developed key applications to reinforce their messaging across various communication channels, Iryasa is enabled to launch new offerings on-pack and explore future business expansion opportunities with a clear focus on promoting the brand’s strong equity.

Role: Creative Director
Team: Zara Duffy, Jackson Ong, May Lim, Ammanda Choo
Studio: Cowan
Year: 2022
Brand architecture
Brand identity toolkit

Transform Awards SEA 2022
Winner: Silver for best brand architecture solution

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