Creative agency Free The Birds has revealed a bold brand positioning for Vice Reversa, a new skincare brand creating a range of painless microneedle patches for common issue areas. Tasked with the challenge of more effectively communicating the scientific intelligence behind the brand’s formula – both to help elevate its visibility and re-assert its credibility in the competitive luxury wellness market – the agency has reinvigorated Vice Reversa’s brand placement and tone of voice through new iconography, brand assets and brand guidelines.

Identifying an opportunity to create a distinct and recognisable visual brand mark for the company, Free The Birds introduced a new exclamation mark icon (!) as a homage both to the company’s expertise in microneedle patches and the product’s direct application and quick results. The message is further expounded by the introduction of the headline message “Precisely” and corresponding tagline “precision skincare” which accompany the logo on digital platforms and aim to highlight the medical-grade quality of the products.

Free The Birds was also brought in as a consultant on Vice Reversa’s digital image and social media communications. The project included supporting the redesign of the brands website, creation of social media assets and user-generated content advisory.

Nick Vaus, Partner and Creative Director at Free The Birds said: “Vice Reversa is a challenger skincare brand, so marrying the brand positioning with the packaging design was a challenging, but exciting task. To elevate the brand’s positioning, we leveraged its clinical messaging through memorable bold icons and tailored, but accessible language. We’re excited to watch the brand grow further.”

Peter Tighe, Co-Founder at Vice Reversa added: “Microneedle Technology is at the forefront of our next generation skincare. We needed an agency partner who could help translate our brand positioning through communication and visual assets. We are delighted with the clarity of the brand evolution and are looking forward to rolling it out to a wider global audience.”

The first two products of the range, Eye Rejuvenator and Spot Stoppa, will be available to order online in August, with further developments to follow.