Takk is rewriting the script in the beauty and toiletries sector. Where the market bamboozles with choice, and aisle upon aisle of cures for frizzy, greasy, fine, ‘problem’ hair (when hair is basically hair), Takk focuses on essentials only – sustainable, responsible and free from the paradox of choice.
But as a challenger brand in a huge market built on the next innovation and niche answer, how do stand out from the competition?
By making the essentials, beautifully simple.
Finding the heart
We have worked with Takk almost from the brand’s inception. With such a distinctive mission, we needed to find a purpose that gave back control to the consumer, freeing them from the crippling array of choice that the beauty and toiletries market throws at them on the supermarket shelves. The products themselves are supplied using a subscription model, helping to simplify things even more – everything is taken care of, so you can focus on more important things.
Bringing the life
We created the name Takk, based on the Scandinavian languages words for thanks, and paired it with a minimalistic design style befitting of a brand that focuses on the essentials only. The logo itself sits in four simple boxes, and can be shaped and reshaped to fit across all kinds of applications.
We then extended the idea of minimalism and essentials into the packaging design too. Even the names of the products are simplified to their almost elemental form, reminiscent of the periodic table of elements. Instead of standard product info, each bottle, box or packet also features a playful piece of copy in the brand’s tone of voice that speaks to subscribers in a way that builds a relationship with them.
Making it thrive
As the product range evolves, incorporating more sustainable elements into its packaging and materials, so too do new opportunities to build a relationship with consumers. A new range of mouthwash tablets and toothpaste tablets for example have led to the creation of some metal tins with bespoke designs that customers can buy and then refill, cutting down on packaging waste.
