Project scope: Verbal identity within an end-to-end rebranding project led by FutureBrand.
Service: Verbal identity.
The context
As part of an end-to-end rebranding project for Get The Look, Farmacity’s makeup brand, Nogahl was selected by FutureBrand to contribute its verbal identity expertise.
The project aimed to evolve a brand whose appeal was largely associated with affordability, building a stronger identity with the potential to connect with a broader audience.
At the heart of this evolution was a more inclusive view of beauty and makeup. Rather than addressing women as its sole audience, the brand had an opportunity to embrace a wider range of people, including transgender and non-binary individuals, as well as men who enjoy wearing makeup.
The challenge was to help shape a brand that could move beyond a price-led proposition and express a broader perspective on beauty, identity and self-expression.
The role of verbal identity
A brand’s language does more than describe its products. It helps define who the brand speaks to, the perspective it represents and the kind of relationship it invites people to build with it.
For a makeup brand seeking to connect with a more diverse audience, verbal identity becomes particularly relevant. The words, tone and messages a brand uses can help communicate who is welcome, how beauty is understood and whether people can see themselves reflected in the brand.
This goes beyond avoiding gendered language. It means developing a voice that expresses the brand’s point of view in a way that feels coherent, recognisable and relevant to the people it wants to reach.
Expanding the brand’s perspective
As part of the broader rebranding, Nogahl contributed its verbal identity expertise, helping shape the language dimension of Get The Look’s renewed identity.
The work sat within a wider ambition: to give the brand a stronger foundation beyond price, with a perspective on beauty that could speak to people with different identities and ways of expressing themselves.
An inclusive brand voice does not need to define people by their differences or treat inclusion as a separate message. It can instead make room for a wider range of people through the way it speaks, the assumptions it avoids and the experiences it acknowledges.
A brand voice that makes room for more people
Get The Look illustrates how verbal identity can contribute to a brand’s evolution beyond its original market associations.
When a brand broadens its audience, its language needs to reflect that wider perspective. The goal is not simply to speak to more people, but to create a more distinctive and coherent expression of what the brand stands for.
Beauty doesn’t belong to one gender or one way of expressing yourself. A brand’s voice can help make that possibility part of the experience.