Tatcha Branding

APPROACH & STRATEGY

Tatcha launched with just a single product — authentic Japanese aburatorigami facial beauty papers. By gathering insight from the Geisha and drawing formulations from a 200-year-old Japanese beauty book, we were able to marry that with the enthusiastic endorsements of celebrity makeup artists. By doing so we were able to meet our goal of creating a brand of ancient meets modern to capture the hearts of A-list actors, celebrities, beauty bloggers and consumers worldwide.

Now with multiple collections, Tether has woven together Tatcha’s artful package design with a digital array — banner ads, eblasts, social assets, blog entries and retail site — to inspire a devoted customer base and impressive marketshare in the field of luxury skincare. As Tatcha has evolved, so has our opportunity to tell their unique story.

FROM JAPAN, WITH LOVE

Tatcha’s brand expression bridges the gap between ancient and modern, wisdom and science, product and consumer.

GUIDELINES THAT BRING TO LIFE A STORIED CITY

Tatcha’s brand guidelines are designed to evoke the simple elegance of nature and rich textures of Kyoto: purple dusk, grey cobblestones and gold leaf.

HERITAGE AND VITALITY

The unique watercolor illustration style unifies photography and illustration assets with Tatcha’s signature purple. The resulting image hybrids place the brand’s Japanese heritage in a modern context and add vitality to their image.

A BEAUTIFULLY EVOLVING STORY

Tatcha’s packaging needs have evolved from one simple, entry-level product to a complete line of luxury skincare and moving into color cosmetics. Tether helped fuel consumer desire by bringing together Japanese heritage forms and materials with a modern touch.

HOLIDAY GIFT SET LAUNCH

Tatcha, like most retailers, relies on the last quarter of the year to drive annual sales goals. Traditional Japanese gift giving was Tether’s inspiration for both our holiday gift set packaging and a strategic campaign to existing customers. The result was Tatcha’s biggest holiday ever in 2014.

A NEW TAKE ON PURIFICATION

With the skincare industry trending toward purification, and with smartphones driving 63% of Tatcha’s gross sales, Tether developed a responsive mobile user experience to translate the benefits of adding Tatcha’s Kinu Silk Polishing Face Cloth into a daily skincare ritual. The result? This exclusive product offering sold out in one week.

RESULTS

• Lifted three-year growth by 10,996%
• Ranked 21st fastest-growing US company in 2015
• Fastest-growing business in San Francisco
• 2nd fastest-growing female-led business in the US
• 2014 revenue $12 million
• Exceeded 2014 consumer social responsibility goal by 680%
• Fastest-growing global prestige beauty brand

“Tether has been an absolute partner in creating and growing Tatcha from an idea to a dynamic, growing brand that is loved by so many.”

– Vicky Tsai, Tatcha Founder