Consonant isn’t a typical skincare company. They’re making premium products created with 100% natural and organic ingredients. With the launch of their new flagship location in Toronto’s trendy Queen West neighbourhood, we needed to demonstrate a level of creativity that would earn them the attention of local shoppers in one of Canada’s most vibrant retail environments.

We found that the images in the skin care category were too simplistic for the brand and its new neighbourhood. So, we looked for inspiration outside the category and found it on the streets of Queen West. Dry, damaged, rough and cracked, we noticed that the textures of the street itself mimicked the common skin problems their customers face. We drew attention to these beautiful blemishes and used them as a unique way to speak to the skincare needs Consonant’s products were designed to address.