We want this, Vivantis: SNASK rebrands the European beauty giant

Say the name out loud: Vivantis. Now faster. Vi-vant-is. “We want this.” That phonetic coincidence became the starting point for everything Stockholm-based creative agency SNASK built when they took on the rebrand of one of Europe’s largest beauty e-commerce platforms, specialising in the Eastern European market. The wordmark has been crafted to emphasise exactly how the name reads when spoken aloud, splitting the letters to lean into that double meaning. It’s a rather clever piece of verbal design, but the deeper challenge for the project was structural. Vivantis had built a successful commerce operation across Eastern Europe, yet the brand itself carried no weight. Customers chose it for price and product availability, then moved on without a second thought. There was no loyalty, no emotional connection, no reason to come back beyond the next discount. SNASK’s brief was to change that, starting from strategy and tone of voice through to the full identity, campaign production and a flagship store concept. The discovery process revealed a brand that had been looking in the wrong direction. “Their brand was more focused on pleasing millennials rather than trend-setting Gen Z,” Freddie Öst, Founder at SNASK, shares. “But the challenge ran even deeper as they never really created a lifestyle brand and were more focused on product and service rather than brand building. And that’s not how loyalty is built, as product and service is easy to copy.” Vivantis had all the commercial infrastructure but none of the personality. The rebrand needed to give customers something worth being loyal to.