Book-case studies: Le Rub, how to make a brand shine.

Step 1: Find the right spot

You know when you're walking on the beach, looking for that perfect spot to set camp? Or when you strategically choose your terrace table based on the sun versus shade ratio? Well strategic is the key word here. To seize the right opportunities, we clarified Le Rub’s positioning to make sure it matched its solar ambition. For Le Rub, this meant introducing better (sun)care. A concept that propels the brand into the world of skincare over sunscreen - embodied by a brand rooted in care, expertise and trust.

Step 2: Know your strengths

Understand what you’re working with and without. With Le Rub, we were lucky to have a brand builder who is also a photographer. Knowing your strengths and capitalising on your existing qualities is a great way to ensure consistently qualitative assets. So we built a world around Raf’s photography, drawing on his contemplative warm universe to build the identity in harmony with his photography rather than in contrast. Enters a strong vintage logotype in a world of bold colours. Le Rub’s optimism is conveyed through visual and written tone, harmoniously alternating between big claims and soft statements, illustrated pictograms and animated gradients.

Step 3: Do the work

Sustainable promises are hard to keep, especially when you operate in the world of luxury. From sourcing packaging materials to the production line, finding the right formula takes time. And with Le Rub, we took that time. We went through multiple options, tried and tested consistently to strike the balance between what looks good and what feels right. Brands really can take a page from their book, because while many claim to be doing the work, few manage to keep it up! So props to our sunny friend for always putting care over convenience.

Step 4: Let it shine

One the most satisfying, glorious part of any creative work is when you see it come to life. A good brand is a constant source of inspiration, whose light warms rather than blinds those around it. Over multiple assets, campaigns and outlets, we have helped Le Rub find new ways to be itself, while always being true to its style. Like our latest endeavour ‘Le Daily Rub’, a branded newspaper, which we handled from conception to execution.