Wae Wellness
About the BrandWe have a gut feeling that the skin care game is transforming. Wae Wellness is a clean, vegan and community-driven wellness brand that helps women achieve healthy and glowing skin, from the inside and out. The brand focuses on the link between a healthy skin and a healthy gut, by combining dermatologist approved, science-backed skin care & supplement solutions.
It’s biggest mission is to educate and guide every woman out there to make informed choices when it comes to her skin und gut health.
Brand Development
Category: Skin Care & Wellness
Brand Strategy, Brand Identity, Verbal Identity, Copywriting, Messaging, Campaign
Year: 2025
A new formula for glowing skin: clean, efficient and tasty, but from the inside.
Creating a skin care and wellness brand that is shifting the conversation away from traditional skin care.
CHALLENGE
VALUE CREATOR From the inside-out.
Wae recognises the importance of gut health in our daily skin care routines and for maintaining skin health. More and more research is indicating that our guts have a stronghold on our skin health. If we experience any issues with our gut, like inflammation or digestion problems, our skin is the first place we notice problems.
The Wae Wellness Studio & The Wae Skin Workshops.
BRAND SUPERPOWERWae Wellness is more than just another skin care and wellness company, it is a digital brand with it’s own physical wellness studio: a space exclusively dedicated to skin and body treatments, as well as classes and educational workshops around skin care and gut health.
After intensive audience and market research, we recognised the need for a new and fresh perspective on skin care, by identifying a new customer, who’s needs are not met in the actual market. The wellness and skin care industry is oversaturated, resulting in customer confusion when it comes to choosing the right skin care product and supplements.
Wae is truly distinct from familiar beauty and wellness brands, positioning itself as a brand that shifts the conversation from traditional skin care to an inside-out approach: skin care and gut supplement solutions that make you glow from the inside-out.
We built Wae’s strategy around skin education and it’s wae community, emphasising the importance of knowledge around gut and skin health on all brand touch points. The ethos of the brand is centred on gut health holding key to better and healthier skin.
A strategy built around education, value and community.
BRAND STRATEGY
We’re changing the conversation around skin care with an inspiring, conversational, and bold voice that empowers women to take their skin and gut health into their own hands, by choosing knowledge and education over trending products and beautiful packaging.
Eve is incorporating the Creator, as well as the Sage archetype: an out of the box thinker that wants to create something of ever-lasting value, while being driven by knowledge and deep rooted research.
Meet Eve: an empowering and conversational out of the box thinker.
VERBAL IDENTITY & BRAND VOICE 
In the context of an oversaturated and fast-changing beauty market, Wae strives for a brand identity that has the power to stand out on shelf, aiming to challenge conventional stereotypes of what a skin care and wellness brand should look like.
We defined a brand expression that embraces the concept of healthy glowing skin, with the emphasis on Wae’s inside-out approach: that glowing skin starts from within.
An elevated visual identity that stands out on shelf.
VISUAL IDENTITY