SoreThumbStudio was tasked to reposition and rebrand products from cosmetics brand Domizia, helping it to find its ‘extra-ordinariness’
SoreThumbStudio recently undertook the challenge of repositioning Bufarma, formerly known as Domizia, to better align the brand with its core expertise in natural skincare formulations. With a soft launch set for a trade show in just ten weeks, the task was both urgent and critical.
Bufarma specializes in harnessing the skin-repairing properties of organic buffalo milk, complemented by responsibly sourced local botanicals from southern Italy. The repositioning strategy aimed to set Bufarma apart in a saturated skincare market characterized by conventional packaging—a generic aesthetic defined by bland white boxes and minimalist black branding.
Recognizing the need for a distinctive visual identity, SoreThumbStudio drew inspiration from traditional aluminium milk urns that have historically housed buffalo milk. This approach not only highlights the brand’s heritage but also results in packaging that is infinitely recyclable, premium, and safer for transportation compared to glass.
To further bolster Bufarma’s eco-friendly image, the agency implemented a unique single-material bellow pump. This innovative design eliminates the need for springs, making it easily recyclable in its entirety. Additionally, the outer boxboard packaging features premium iridescent foil-blocked details, all of which are 100% recyclable, reinforcing Bufarma’s commitment to an ‘extra-ordinary’ ethos.
A tactile tear-open strip was incorporated to enhance the unboxing experience, inviting customers to engage with the brand story in a tangible way. As a final touch, Bufarma has enlisted the talented Kiera Chaplin as its brand ambassador, further elevating its market presence.
Through this comprehensive repositioning, SoreThumbStudio has effectively aligned Bufarma’s brand identity with its expertise, setting the stage for a successful entry into the competitive skincare landscape
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