Founder of Cherish Skincare, Edwina Cummings, is a big believer in cherishing what is important in life and that every girl should feel loved and beautiful.
She established the Cherish brand to make available simple, effective, Australian made cruelty free products more available.
The Cherish brand was also established to support the work of Be Hers an organisation that raises awareness and funds to fight human trafficking and modern day slavery. With the belief that ‘together we can be the change,’ Be Hers empowers women to use their freedom to fight for those who have had theirs stolen.
The ideal client for the Cherish brand is mid twenties, conscious about their skin and not putting nasties on their face. She cares about her skin reacting to nasty ingredients, the environment, animal testing and keeping her skincare simple an effective. On ther periphery of that ideal client are aspirational users – older and younger women with the same purchasing habits and concerns.
Simple, organic, colourful, feminine but not overtly so, with high contrast.
The brand design
White space, warm peach, and bold contrast of black and the centres of the brand. All edges are soft and feminine; the wings of the butterfly a soft heart shape.
We used Gambero and Think Pink as the brand fonts: legible, fun, with a nod to the type faces seen on olde worlde jars but with a modern twist.
The website design
Beautiful simplcity, refined elegance, a splash of colour, happy faces, and products front and centre. We used the black contrast to make the hero peach really dance. Each product has a different gelato colour. Large format images with punched up black, warm light and soft styling bring in a friendliness which is comforting and encouraging.
We adore the pink clay mask!