A Frankly Good Branding

Croatian pop star Franka launched a line of cosmetics and skin care products, and hired Bruketa&Zinic&Grey Agency for branding, naming, visual identity, packaging design and the event organized for her product promotion in public.

The products are made from a combination of natural and lab-grown ingredients that are harmless to the skin and support its natural balance. Whilst growing up in Istria, among her family’s olive groves and vineyards, Franka early became aware of the benefits of olives, grapes, Istrian medicinal herbs and goat’s milk, which are the main ingredients of the products she co-created and personally tested, whilst using them on a daily basis.

Due to her public appearances, Franka often uses a lot of makeup, and she early learned the importance of regular cleansing and good skin care. She wants to leverage her public influence to share her experiences with others.

How does the brand put it into practice? By promoting the belief that innate beauty comes out through healthy habits, education about healthy eating and the importance of hydration, sleep and care for the body, complemented by regular use of products appropriate to skin types and age groups. By using harmless, effective and proven ingredients that are locally relevant and available in Istria and by caring for nature and environment that represent our sources of ingredients. By means of transparent and honest communication about the ingredients that are important, useful and good for us.

The name Frankly Good should be taken ad verbatim. Frankly is linked with Franka and cosmetics that is frank in terms of ingredients, production processes and intentions. It communicates a desire to influence customers, promoting a frank, filter- and filler-free look.

The slogan Beauty of Healthy Habit highlights the importance of healthy habits.

This is a brand that promotes healthy daily habits by making positive changes in life. This is also an Istrian brand, which implies tradition, nature, but also people with attitude. This brand’s playfulness and energy stem from Franka’s personality, and are manifested through the appearance and methods of communication. The brand attributes are beneficial and frank, which is related to product ingredients, as well as enlightening, which is related to customer approach.

The main element of visual identity is a stylized icon inspired by the shape of the coat of arms as a symbol of the region and protection, distinctive according to product ingredients. In contrast to these modern shapes, the logotype is characterized by rounded, organic forms. The colors were selected to suit playfulness and energy as brand attributes.