What started as a series of innovative projects in 2017 with Consonant Skin + Care has evolved into a unique business partnership where indie creative agency Zulu Alpha Kilo has taken an equity stake in the privately held natural skincare brand. The partnership will tap into Zulu’s expertise to help Consonant scale, while acting as the in-house agency and a shareholder in the business.
“We couldn’t be more excited about this announcement,” said Bill Baker, Consonant’s founder and CEO. “Our partnership with Zulu will unlock new possibilities to take our business to exciting places. Our teams have already started to plan the future of the brand and we’ve set lofty ambitions for what we will accomplish together in the years ahead.”
Zak Mroueh, Zulu’s founder and chief creative officer, shares Bill’s excitement: “Bill and his team have built a strong foundation over the past 10 plus years. Consonant is already a great Canadian brand. We’re excited because our mandate will impact the entire customer experience and tap into our full suite of capabilities, including strategic planning, design, digital, data science and production to help Consonant scale the business.”
Zulu’s past work for Consonant includes the award-winning launch of the brand’s flagship store
on Toronto’s Queen Street West and a winter pop-up store in Toronto’s PATH called The Hydration Hub
“Zulu has always been an agency built to go deep in our clients’ business and deliver results,” commented Mike Sutton, Zulu’s president. “With this announcement, it takes our commitment and ability to impact our clients’ business to a whole new level."
Bill added: “I’m extremely impressed with the vision Zulu has for how clients and agencies can come together to form unique partnerships that benefit both parties. We want to build Consonant into a global brand, and with a trailblazer like Zulu in our corner, we believe this ambition will most certainly be fast tracked.”