Auki
Finns are famed for their love of nature and outdoor lifestyles — and Finland is often cited as the happiest place to live on the planet. It’s no coincidence. Studies have shown that spending just 10 minutes outside in a green space improves brain function by up to 50%.
Two former CEOs from Finland set out to find and share solutions to help people most of their minds and bodies: understanding that operating at peak mental performance is a requirement, not a luxury.
Brief
Work with the in-house team to define the north star that everyone can get behind and articulate what they’re here to do in a differentiated way.
Drive credibility, clarity, and distinction as they carry themselves towards being a distinguished leader in the well-being space.
Build awareness and hype around a tribe that encourages feedback loops and conversations.
Solution
Identify opportunities AUKI can uniquely own, by analysing the business, the market, and cultural shifts in the world, helping them stand out against the noise.
Build long-term brand values, including purpose, positioning, and proposition.
Words are powerful. We developed a distinctive tone of voice and messaging that’s right for the brand, giving them the tools they need to carry the brand forward.
Using insights and research to showcase the brand's expression visually, driving the brand beyond a logo and some colours.
Maximise brand experience, creating a presence in a non-visual way through motion, sound, and materiality — leading to more salient memory structures.
Services
- stakeholder interviews
- Audience & Landscape
- Persona development
- insights & Positioning
- naming
- Voice & Messaging
- Visual Identity
- Motion identity
- packaging systems
- structural
- brand film
- key visuals - static & Motion
- social media strategy
- social media content
- brand guardianship
Results
- We're still waiting on the numbers...sit tight
Open your mind - Enjoy outside
In an increasingly saturated market, AUKI is a future-focused DTC brand that understood the need to differentiate themselves. Positioning themselves as more than just a product - but as an experience.
AUKI sells skincare, but it stands for more. Rooted in mental wellbeing, activity and a healthy balance between work and life. They go beyond the product: delivering an experience that’s as beneficial as their functional purpose.
We wanted to capture this idea in our strategic positioning: ‘Open your mind – Enjoy outside’.
Naturally, the name ‘AUKI’ came from the Finnish translation for 'open'
control your environment
In DTC, how you show up is more important than shelf standout.
You are the master of your own environment. You have much more control over how the brand is presented visually and verbally.
We unleashed the shackles to maximise a memorable brand experience through messaging and packaging opportunities as well as print and outdoor campaigns, pop-ups, and retail spaces.
Personalisation in pack design
When shelf stand-out isn’t an issue, we can play and experiment with customised graphics using modern printing techniques. AUKI currently offers 5 colourways with a vast choice of graphic options.
AUKI listens intently to what the community is saying and reacts. Offering new graphics options, collabs — and more — based on what they heard, building a community of dedicated loyalists.
Personalisation in structure
Reinforcing the experience side of the brand. We designed accessories that appeal to the TikTtok generation, looking for ways to better express themselves and make friends and family envious.
messaging & Storytelling
Beyond selling — and into a proper conversation. AUKI’s messaging goes beyond the product to put more value in to the consumer’s life, aside from serving a functional purpose with clarity and clear CTA’s to convert.
Yes, we craft the messaging cross-platform for a brand that lives in a digital sphere. But what you see is a wellbeing lifestyle brand – not a moisturiser, or a sales pitch.
AUKI talks directly to specific communities which, crucially, enables AUKI to build emotional connections with their people, leading to loyal advocates.
Ready to talk?
