BRAND FOUNDATION, COPY, PACKAGING DESIGN
Team: Strategists, creative director, copywriter, designer
From: NY, Charleston, London, Los Angeles
We are 31st State.
Hair stuff. Body stuff. Face stuff.
All inspired by California
And the guys there who make it look easy.
A West Coast brand that believes
That fake ingredients are kind of like insecurity.
You can see it – and smell it – a mile away.
So we created 31st State.
To help you look, feel and smell your best every day, so you can go do your thing.
Here = Different
"When I came to LIGHT+CO I had two big challenges.
I felt I lacked strategic direction on how to execute the brand and importantly, how to communicate our tone of voice internationally. We are a teen boy brand inspired by California but made in the UK. Defining an essence and voice that would appeal to teens in multiple countries with different sensibilities and takes on humour was a tall order.
"LIGHT+CO developed the organizing idea for 31st State that has served as the creative and strategic launchpad for all that we do across all channels and assets, including the website, pack copy, social media, media and verbal communications."
Stephanie Capuano, Founder, 31st State