Hydrafacial
Brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines
Understand First
QMS Medicosmetics, the skincare range which originated in the medical field amongst professional aestheticians in leading luxury spas across the globe, has previously prioritised B2B business, with a focus on treatment first, brand second. This discovery brand sought to change this narrative and break into the D2C space with the support of Free The Birds, to introduce iconic design, language and packaging that can break through the noise, and communicate the expert-led efficacy of the brand directly with consumers. The new visual identity and brand purpose also launches at the same time as a brand new line of products, COLLAgen3D™.
Free The Birds created an innovative design language, which forms the basis of how the brand will be communicated directly to consumers for the first time. This new visual language is designed to communicate the power of aestheticians, experiential, and expertise. Free The Birds made the expert aestheticians of QMS a part of the design process, a testament to the vital nature of their role for the brand which would not exist without them.
Avoiding gratuitous vocabulary, the tone of voice for the brand is centred around transparency; direct, clear communication with discerning, educated beauty customers. A key part of this is the mission of sharing ‘The Beautiful Truth’, a new mantra for the brand which communicates the core ethos and purpose of QMS. This is interwoven with the ‘Q’ of the logo, which becomes a central, iconic asset.
This brand asset also supports the creation of a ‘Q&A’ format, a design language dedicated to tackling the confusion which so commonly arises from jargon communicated by many skincare brands on the market. These circular visuals within the Q invite customers to engage directly with the brand, building the authentic, honest narrative Free The Birds sought to ingrain within QMS’ identity.
Free The Birds built all assets which the brand will need to create a robust D2C offering, including a comprehensive imagery bank of pack and product shots, striking model images and to support a digital-led strategy, high quality moving images. The new brand identity represents part of a long term vision for the brand, to create an established, trusted, leading brand voice across multiple channels.
“Our collaboration with Free The Birds has allowed us to craft a visual and verbal identity that resonates with our core values of honesty, authenticity, and results-driven innovation. With the launch of our pioneering COLLAgen3D™ range, we are setting a new standard in skincare, making advanced, science-backed treatments more accessible than ever. This is more than a brand update; it’s an affirmation of our mission to bring the highest quality skincare from the clinic, directly to our customers.”
Viola Kleist, Chief Marketing Officer at QMS
