Au Oii Cosmetics: Winning Brand Identity Pitch

The “Touch” concept and full identity for a mother-and-baby skincare brand, from logo to guideline; the proposal won the pitch.

Objective

Position an organic mother-and-baby skincare brand as the "Cocoon" of its segment, and win the identity pitch

Result

Won the brand identity pitch, from logo to brand guideline

Role

Brand Identity Lead · Art Direction

Responsibilities

Audience segmentation & tone & mood · "Touch" concept · Logo & typography · Motifs & visual language · Brand guidelines · Direct client pitch presentations

Team

Owned the visual direction independently within the pitch team

Au Oii is a gentle skincare brand for mothers and babies, organic and uncompromising on safety, aiming to become a Vietnamese brand with a personality as clear as Cocoon's, but for the mother-and-baby segment. Its core audience is two groups of mothers: the traditional, family-centered mom and the modern mom with her own lifestyle and career. The project was an identity pitch that started from audience segmentation and tone & mood before any visuals.

From that analysis I built the concept "Chạm" (Touch): the skin-to-skin moment between mother and child, where safety is felt before it is said. The logo is a mother holding her baby in one continuous curve. A rounded "chubby heart" is the primary motif and the circle the secondary one, in wine red and cream on textured paper, holding the clean, minimal, gentle and trustworthy tone the brand was after.

The system was completed as a brand guideline covering audience segments, tone & mood, typography, motifs and mother-and-child photo direction for each group, presented directly to the client across several rounds. The proposal won the pitch, although the client later put the project on hold before rollout. A promise of "absolute safety" became a visual language you could almost touch.