We knew that launching a multi-tone adhesive wasn’t just about a band-aid. It was about the history of people of color who have consistently felt under represented and ignored by institutions of power and the systems that surround them including products that did not acknowledge their diversity. And this everyday product had the ability to either reinforce those negative feelings or act as validation, representation and a reason to celebrate. 

The brand OURTONE was built keeping those principles in mind. Everything from the brand name, the naming convention of the shades (BR45, BR55 and BR65), the details on the packaging and the launch campaign was meant as a celebration of the BIPOC community which has had a history of tremendous resilience; falling down but always getting back up. We wanted the packaging to stand out clearly and so we led with color rather than having it be a smaller part of the design language. The packaging had a striking, bold feel to it. We even negotiated for special permission from the brand to use the Band-Aid logo in colors corresponding to the color in the box. 

The photoshoot of the product was the next stage, we treated it like a beauty campaign and focused on the product on skin versus traditional wound care photography. The result was a set of images that stood in their category, felt thoughtful and intentional. 

We then moved on to the campaign launch which would consist of 3 celebrity videos. We chose to work with artists who had a story to tell, a journey of ups and downs and perseverance. We worked with DJ D-Nice from Club Quarantine, WNBA Player Candace Parker and renown ballerina Michaela DePrince. Each brought their own journey to the brand story. This resulted in assets for video, social and stills.