Case Study: PEP Technologies launches award-winning Hyphen skincare with Conran Design Group

PEP Technologies launches Hyphen in July 2023 with Conran Design Group

PEP Technologies, along with celebrity co-founder Kriti Sanon, engaged Conran Design Group to develop a new skincare brand that could bridge the gap between natural and scientific beauty products. Their challenge was to create a differentiated brand that conveyed efficacy and appealed to a wide customer base across India. Conran Design Group was tasked with developing a brand strategy and packaging design to meet this goal.

Conran Design Group created the Hyphen brand, centering its identity on the punctuation mark to symbolize bridging nature and science. The solution included a minimal yet bold packaging design and an "affable expert" brand positioning that balanced credibility with relatability. The results were significant, with media interest generated prior to launch and over 30 press mentions in outlets like Campaign and Forbes India. The Hyphen brand identity and packaging also won honourable mentions at the International Design Awards 2023.

PEP Technologies