Fur
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Fur is a personal care brand dedicated to making pubic hair maintenance products mainstream.
Since Fur started in 2016, it’s seen a quick rise through spas and salons, as well as upscale beauty retailers like Violet Grey. After spending these initial years building awareness and trust, the brand is ready to build on their solid foundation and take on a wider reach.
We collaborated with Fur to conduct ethnographic interviews with a sample of their prospective and existing customers spanning the entire country. Then, we distilled our findings and designed a brand foundation and communications plan that is guiding the brand’s creative manifestation.
The evolved brand expression is set to launch in Spring 2019.
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Ethnographic customer research; Contextual Understanding; Brand Foundation Design.
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Director of Strategy: Gilian Rappaport
Creative Director, Fur: Candice Ralph
CEO and Co-Founder, Fur: Laura Schubert
Co-Founder, Fur: Lillian Tung
