Software is celebrated for its high-quality, affordable, and customisable products, but its branding had become outdated and misaligned with its core values. While known for science-backed, high-quality ingredients, this was not fully reflected in its visual identity. To bridge this gap, the tactile qualities of the products and their areas of use were emphasised, reinforcing Software’s expertise in personalised health solutions. The categorised pill colour system was revitalised to ensure its uniqueness was clear and compelling. The entire image asset library was reshot, from product photography to talent imagery, creating a cohesive and elevated visual language that better represents Software’s modern approach to skincare. The result is a refreshed and scalable brand that confidently stands out across digital and retail spaces.
Creative strategy
Brand identity refresh
Sonja Pulvermacher
Amanda Susilo
Jack Phillips