The Face Behind the Formula: Why Founders Matter in Branding

It's not every day that a founder walks through our studio doors with the intention of being the face of their brand. More often, what we hear is: “This is the product, this is the mission, here’s where I see it going.” Passion? Always. Clarity of purpose? Usually. But a desire to step into the spotlight themselves? Not so much.

Maybe it’s the sector. Maybe it’s modesty. Maybe it’s a quiet, shared belief that the product should speak for itself. In beauty and wellness especially, there’s often a reverence for the product, for the ritual, for the user. And that makes sense. These industries are deeply personal, sensory, and emotional. But here’s the thing: so is the journey of the founder. And when we talk about building brands that feel alive, that truly connect, sometimes the most overlooked element is sitting right there in the founder’s own story.

Our process always begins with listening. Not just to what’s being said, but what’s between the lines. Why this product? Why now? Why you? These aren’t philosophical curveballs, they’re the foundations of a brand that can hold real meaning. And the more honest the answers, the more magnetic the result.

We’re not saying every founder needs to front a campaign or name the brand after themselves. But bringing a piece of you into your brand: your worldview, your values, even your quirks, has power. Authenticity isn't just a buzzword. It’s about creating a brand that feels unmistakably human. You can feel when something has been carefully, instinctively shaped by someone who cares.

A founder’s presence, however visible or subtle, can be the thread that ties everything together. Whether you’re a dermatologist lending credibility, or simply someone with an eye for beauty curating a line that reflects your sensibilities, your imprint matters.

Of course, there are no hard rules here. That’s kind of the point. Some brands need a strong front person. Others just need the whisper of one. What we suggest is: ask the question early. How much of you should be in this brand? Then ask it again, halfway through. And again, before you go to market. The answer might evolve. That’s okay, good brands do too.

We don’t believe in templated branding. But we do believe in brands with soul. And more often than not, that soul starts with the founder.

Earlier this year, Dr Jenny approached us with the intention of really nailing down what her brand should look and feel like as she transitioned into her new clinic space. Her existing branding felt a little too generic, a little too polished in a way that didn’t reflect who she truly was. When we spoke to Dr Jenny, her ethos was immediately clear: she’s creating a space where patients can feel calm and cared for in the hands of someone they trust. A safe, luxurious environment where they feel valued, energised, and genuinely looked after.

Above all else, Dr Jenny seeks to care, deeply, for anyone who walks through her doors. Whether it’s an initial consultation or a treatment, it’s always about the patient’s comfort, confidence, and security in her care. Every decision she makes stems from that instinct to nurture.

Everything about this brand was about care. But the true differentiator? Dr Jenny herself. The brand’s honesty, warmth, and soul all radiate from her. As she told us stories of growing up surrounded by olive groves, her Mediterranean heritage, and her parents’ dedication to cultivating and caring for something living, it became clear that this wasn’t just a nice anecdote. It was the foundation.

So we let that story lead. We incorporated subtle olive branch motifs, a nod to connection, peace, and the act of extending care. The colour palette draws from Mediterranean hues: sun-baked neutrals, softened greens, gentle golds. The photography feels sun-kissed and serene, echoing the light of a late afternoon spent outdoors. Everything is designed to feel human, open, and quietly luxurious — just like Dr Jenny herself.

Because in the end, that’s what makes a brand memorable: when it feels lived-in, not manufactured. When the founder’s story isn’t just told, but felt, in every touchpoint, every texture, every tone of voice. We believe that when you root design in truth, in the founder’s real values and experiences, the result doesn’t just look beautiful. It feels inevitable.