Wink is Manila's professional laser expert that helps girls get ready for their next great escape. Each skin treatment (done by nurses, no less) feels like how their locations look—a day in the tropics and a step towards carefree travels wherever your feet may go. They believe that laser should be safe, easy, and fairly priced, so they built a brand with medical-grade expertise, just for the girl with a constant thirst for adventure and a year-round yearning for the sun.
Brand Audit & Consultancy
Creative Direction: Deane Miguel & Kookie Santos
Lead Strategy: Karina Abola
Lead Design: Kookie Santos
Wink presented itself with two opposing faces—one that showed its technical expertise, and another that embraced adventure. Despite this, Wink was expanding rapidly into many new locations and so it needed to standardize how it looked, spoke and felt to its audience of adventurers. Wink then engaged us to audit their brand from visual to verbal, digital to physical, environmental to experiential, in order to design an experience that achieved the delicate balance of its two antithetical sides.
We immersed ourselves in Wink. We visited all of Wink's 6 branches at the time of the project to see how the full Wink experience would fare, not just online but most importantly offline. Since this project, Wink has set the bar for us for what hair removal and laser treatments should be, but we found that it would communicate a stronger message if its efforts were streamlined.
Through a study of existing customer reviews and interviews, we were able to find the service benefits that were most valuable to the Wink Girl lifestyle: a Worry-Free, Fuss-Free and Carefree experience of, one, getting Winked and, two, going on an adventure.
Among many things, we designed an iconic brand wall that greeted passers-by in every Wink location, to simultaneously pique their interest and inform them of Wink's services. A lifestyle and lay-friendly approach was taken in designing materials for both the laser newbie and the Wink regular.
Today, Wink has doubled their locations all over Metro Manila — each one boasting their iconic brand wall. With the help of our brand audit, their in-house team was equipped to overhaul their website, improve social media content and dedicate an entire microsite for their own blog.
“We really appreciated the thorough audit, which gave us really good insights on how we are doing, as well as how we can improve. Working with Serious Studio gave us a clearer understanding of our own brand, guiding our communications and even our succeeding projects with our architects and interior designers. Ultimately, serious studio helped us understand the wink girl better and how we can build an experience designed just for them.”