INDUSTRY:
NATURAL COSMETICS
CLIENT:
FRESHLY COSMETICS (CURSIVA STUDIO)
YEAR:
2022
ASSIGNMENT
CONTENT DESIGN SYSTEM
Context
Freshly Cosmetics is a fast-growing natural cosmetics Spanish brand expanding internationally. Teams and markets were producing content in multiple languages without a unified framework, so all content was all over the place and inconsistent creating a lot of problems for brands and teams.
Challenge
Build consistency and clarity across all touchpoints while keeping the brand’s voice authentic and science-driven.
My focus was to design a scalable content system that balanced creativity, inclusivity, and clarity.
I did a content audit and research, defined the tone of voice and content principles and create structured guidelines for web, app, and packaging content.
Outcome
The content design system unified Freshly’s voice across languages and teams, enabling international coherence and supporting collaboration for 300+ people across six markets.
I had the opportunity to work with Ruth on a this branding project for a booming brand - and with many internal doubts - and the truth is, thanks to her contribution it was much easier to see the light.
Joaquín Prior
Brand strategist and copywriter at Cursiva for Freshly
