Services
Client
Year
Challenge
Built on the ethos of “better but fewer skincare products,” the brand needed a visual identity that spoke to modern, dynamic women who demand high performance without the fuss.
NecessaryGood came to Against Ordinary with a clear vision: they needed their outside to match the quality of their inside.
NecessaryGood’s original branding was holding back its exceptional product. The existing visual identity relied on overly vibrant colors that lacked the premium feel the formulations deserved.
The logo was too thin and tight, failing to command attention or convey authority. Most critically, the packaging was busy and confusing, making it difficult for their target audience to quickly understand what the products did or why they needed them. The brand’s true personality was buried under visual clutter.
Goal
The objective was to mature and elevate the brand. We needed to transition the visual identity from chaotic brights to deeper, classier tones that exuded sophistication. The primary goal was to create a cohesive brand system that championed their "better, but fewer" philosophy. This meant simplifying the packaging to prioritize the user experience, while injecting a distinct, unapologetic personality into every touchpoint.
The impact
The initial rollout has successfully positioned the brand exactly where it belongs: a premium, no-nonsense skincare solution for the modern woman.
Elevated Perception: The deeper tones and bold typography have immediately shifted the brand into a more premium category.
Clarity on the Shelf: The new packaging hierarchy ensures that consumers can instantly navigate the product line, understanding the USP without confusion.
A Foundation for Growth: By defining a strong, rebellious, and authentic brand strategy, NecessaryGood now has a highly engaging voice and visual identity that stands out in an overly saturated, traditionally “soft” beauty market.
They are no longer just another skincare brand; they are a lifestyle choice for women who get things done.
The approach
Before touching the visuals, we had to define exactly who NecessaryGood is. We worked closely with their team to craft a brand strategy built around real women leading high-octane lives. This led to a powerful new brand manifesto that became the north star for the entire project:
“Great skin. Less drama. Beauty made to keep up, not slow you down. For women who don’t have time for ten-step routines or double standards. Clean skin. Dirty martinis. High-performance hydration that keeps up with late nights, early alarms, and everything in between. For the woman who can run a meeting, a marathon, and a meltdown – all before 10am. We don’t do perfect. We do powerful. For women who get sh*t done, and look damn good doing it. Skincare that does what it says. Imagine that.”
Visual Identity & Art Direction
With the attitude locked in, we developed mood boards that balanced classic elegance with a distinct side of rebellion.
The Logo: We designed a completely new logo that reflects the dual sides of the brand’s personality, sophisticated yet raw, elegant yet powerful.
The Palette: We replaced the loud, vibrant colours with a classic palette of deeper tones, punctuated by moments of edge to keep the brand feeling fresh and disruptive.
Photography: We pivoted the art direction to champion real women. No unattainable perfection – just raw, authentic, and powerful imagery that resonates with their busy, driven audience.
Packaging Design
Packaging was a critical component of the rebrand. We stripped away the noise and rebuilt the labels from the ground up:
Clear Hierarchy: Information was restructured so the customer knows exactly what the product is at a glance.
USP Front and Center: The core benefits and the “better but fewer” philosophy were pulled to the forefront.
Human Touch: We infused the newly defined brand voice into the copy, adding a human, relatable element to the tactile experience of unboxing and using the products daily.
