Trilogy — Force of Nature
— Services
Brand Strategy
Brand Positioning
Brand Visual Identity
Brand Guidelines
Campaign Messaging
Turning Trilogy into a force to be reckoned with
Once a category leader, global natural skincare brand Trilogy had lost market share. Facing ambitious commercial goals in a saturated market, the brand asked Manifest to help it respond to a rapidly changing global consumer mindset.
We led a brand transformation project to develop a customer-focused strategy, refreshed brand identity, multi-year communications platform, and a creative communications strategy to help regain relevance.
The Challenge
Regain relevance and market share in an ever-competitive and evolving category for New Zealand-based global natural skincare brand, Trilogy.
‘Clean beauty’ had already had its moment, becoming a category norm rather than a differentiator, so we needed to find new ways for natural skincare to thrive.
Using this insight, we conducted fieldwork across three key markets for Trilogy – the US, UK and Australia.
This revealed a series of consistencies that informed the core strategic messaging and creative direction for the brand.
We created a new brand platform, acknowledging the brand’s heritage & relaunching as a category leader that can meet the needs of its emerging audience.
We produced a suite of fresh brand furniture that redefined Trilogy’s purpose and blended its past and present successes with future opportunities.
This included a Unifying Strategic Proposition (USP) that mapped the change Trilogy can bring to people’s lives and the impact it can make.
The external brand articulation ‘Force of Nature’ captured the essence of Trilogy whilst also speaking to the evolved audience needs.
Force of Nature became a dynamic tagline for Trilogy that could meet different functions for the brand.
Like nature itself, the third word interchanges to put Trilogy in different contexts, helping to better communicate with evolving audience needs and differentiate within a saturated category.
