make skincare
wholesome
again
P&G, Indonesia
The challenge
Wholly is an innovative skincare brand born in Indonesia, with a mission to make beauty accessible and nourishing for all. Using rice as its hero ingredient, Wholly honors the rich cultural heritage of Indonesia while delivering products that harness rice’s renowned anti-aging and nourishing properties.
The result? Skincare that keeps your skin pristine and radiant, every day.
The Opportunity
The name “Wholly” is inspired by a blend of wholesome and holy—a reflection of the brand’s promise to care for your body completely while staying true to its origins.At the heart of the identity lies a distinctive monogram, leveraging the grain of rice. The rice grain doubles as a halo, symbolizing purity and highlighting the pristine essence of Wholly’s products.The visual identity is clean, bold, and expressive. It mirrors the purity of the products while being modern and approachable.
This simplicity is complemented by a conversational tone of voice, fostering a dialogue between the brand and its consumers. Wholly’s tone celebrates self-care and inclusivity, ensuring every customer feels seen and valued.
