Arbelle was conceived as a startup with a unique vision of becoming a recognizable and trusted brand that supports the empowerment of disadvantaged rural women, and the protection of the rapidly declining argan tree — which grows only on 800,000 hectares of arid land in southern Morroco. The company began with a dual purpose of improving the lives of the women who produce argan oil, and introducing baby boomers to its many beneficial cosmetic properties.
Extracted from the nut of the argan tree, argan oil provides nearly three times the amount of vitamin E than any other natural oil. It rejuvenates the skin and treats irritations, stretch marks, and skin disease. Baby boomer women, ages 45 – 64, who seek age prevention and age reduction skincare products were Arbelle’s initial target audience. These women are the driving demographic behind growing sales of anti-aging skincare products.
By Design Partners created a unique brand strategy and brand identity for Arbelle’s initial product line. Our work included developing the brand story, product naming and positioning to include men, consumer packaging design, a media relations and sales kit, website design consultation, copywriting, and print collateral.