Lather
Lather
Clean Tween Skincare | Brand Identity & Strategy
A self-directed concept project by Nakia Queen, Creative Brand Strategist
Service
Brand Identity & Strategy
Client
Lather
Year
2023
The Objective:
Most skincare brands talk to adults. Lather was built for the in-between — the tween navigating the first real changes in her skin, with parents standing beside her trying to make the right choices for her health and her confidence.
Lather is a clean, ethically sourced tween skincare line designed for girls aged 10 to 13. The challenge was to create a brand identity that could speak to two audiences simultaneously — the tween who wants to feel seen and the parent who needs to feel safe.
Brand Strategy & Positioning
I developed the full brand identity and positioning strategy from the ground up, defining the target audience, competitive landscape, packaging direction, and visual identity system.
Target Audience: Tween girls aged 10 to 13 and their ingredient-conscious parents. She wants products that feel like they were made for her. Her parent wants to know exactly what's in them.
Brand Positioning: Where most tween beauty brands lean into trend and performance, Lather leads with care. Clean ingredients. Honest formulas. A brand that treats the tween's skin with the same intention a parent would.
Brand Idea: Clean skin. Confident start.
Visual Identity
The visual identity was designed to walk the line between playful and purposeful. Too adult and it alienates the tween. Too childish and it loses the parent's trust. The color story, typography, and packaging direction were calibrated to feel fresh, approachable, and trustworthy — the visual equivalent of a clean ingredient list.
Deliverables
-
Brand positioning framework & audience strategy
-
Visual identity system, color, typography, logo
-
Packaging concept & art direction
-
Brand messaging architecture
-
Social imagery direction
What This Demonstrates
Lather required building a brand that could hold two very different emotional registers at once — the tween's desire to feel grown and the parent's need to feel informed. Every visual and messaging decision was rooted in that tension. That dual audience thinking is what I bring to every clean beauty and wellness brand I work with.
.png)
.png)
.png)
.png)
.png)
What This Demonstrates
Lather required building a brand that could hold two very different emotional registers at once — the tween's desire to feel grown and the parent's need to feel informed. Every visual and messaging decision was rooted in that tension.
That dual audience thinking is what I bring to every clean beauty and wellness brand I work with.
The Messaging
Every brand touchpoint was built around one organizing truth: establishing a skincare habit early is an act of care, not vanity. Lather's messaging speaks to the tween's growing sense of self while reassuring her parent that clean beauty can start young.
