When two teenage sisters approached us about helping them create a personal care brand that redefines girls by their strengths—not just their looks—we jumped at the opportunity to help them bring their vision to life.

CHALLENGE >     APPROACH >     RESULTS >

SERVICES
Brand Identity  | Content Strategy  | Packaging & Structural Design | Web Design

INDUSTRY
Health and Beauty | Consumer Packaged Goods

Being invited to help build something from scratch is a rare opportunity, and getting to shape the identity around this soon-to-be iconic brand was a feather in our cap of committing to support women-owned brands. The added request to design custom bottles for their products added to the allure of helping SadieB stand out in the personal care market.

We challenged ourselves to get in the minds of the “Gen We” crowd to help develop a brand that exists to empower every girl to be an unstoppable force for good. Collaborating with co-founders Sadie and Abby, we worked to build a direct-to-consumer brand that revolutionizes how girls talk to themselves and about themselves—and how the products they use are a part of that journey.

We wanted to help rewrite the sugar and spice and everything nice script that has been reigning girls in for far too long. It isn’t that girls aren’t nice; but that’s not all they are. The SadieB sisters wanted their brand to reflect the most redeeming attributes of their Gen-Z target consumer. They are passionate without being angry. They are authentic without being patronizing. They are knowledgeable without being know-it-alls.

As a brand, SadieB may look light and fresh, but their voice is brave and fearless. We needed the custom bottles we designed for them to not only look great and function well, but provide the consumer with confidence that it’s what’s on the inside that really counts. In short, we wanted to help SadieB help redefine girls by their strengths, not their looks. 

RESULTS 

Strong really is the new pretty

Along with a new website that conveys the brand purpose, beliefs, and actions, 16 physical products will be launching in spring 2022: a line of shampoo, conditioner, body wash and body sprays in four fragrances. Each product and fragrance features functional benefits aligned with four product “personas”—Go-Getter, Adventurer, Athlete, and Creator—with products that meet the needs of each. Girls can take a quiz on the website to determine which persona is theirs so they can choose the right products for lifestyle and activities.

The product focus on function – promoting identity through activity and achievement as opposed to comparative beauty – is a deliberate attempt to relieve the mental health strain on Gen-Z girls. SadieB also takes on the topic of mental health directly with uplifting messaging and daily mental hygiene tips delivered through its social channels and website.

In addition to making products exclusively for girls and addressing the national teen mental health crisis, SadieB leadership donates to nonprofits supporting and mentoring girls in all facets of running a business to give them real-world experience and explore career options. The company is a Public Benefit Corporation and is committed to balancing purpose with profit.

Shop SadieB products at sadieb.co