Helping a new skincare brand bridge the gap between tweens and parents—creating early rituals that build confidence, not pressure.
Pony, a first-of-its-kind tween skincare brand, needed to solve a unique problem: appealing to trend-aware tweens while earning the trust of their parents. Unlike competitors who focus on a single audience, Pony had to win over both. Our mission was to create a brand that introduces healthy skincare habits early, building confidence through positive rituals rather than promoting adult vanity or the pressure of cosmetic perfection.
CHALLENGE
Pony came to us with a unique challenge: how to create a brand that felt aspirational and trend-aware for tweens, yet trusted and reassuring for their parents. While most competitors spoke only to one audience, Pony needed to win over both. The brand had to introduce healthy skincare habits early—without evoking adult vanity or cosmetic overreach—and successfully balance fun with responsibility.
APPROACH
Our approach was grounded in dual-audience research to find the shared values between tweens and parents, leading to a positioning built on “early rituals for growing confidence.” The visual identity uses playful pastels and clean typography to feel both cool and credible. Every detail, from naming to packaging, was split-tested to ensure the brand empowers tweens to care for their skin while giving parents complete confidence in their purchase.
