Navigating natural with confidence: A brand refresh for Three Ships
Three Ships built its name on a bold claim: the first 100% natural, vegan skincare collection backed by real science, radical transparency, and products that actually work. But in a skincare category flooded with brands making similar promises, having the right formula wasn't enough. Three Ships needed a brand foundation that could carry that story with the same confidence its products delivered.
Front Row partnered with Three Ships to refine that foundation from the ground up, clarifying its purpose, positioning, and voice so the brand could stand out in a crowded natural skincare landscape. The work moved from strategy all the way through expression: tone of voice, brand persona, founder storytelling, brand guidelines, art direction, and an expanded logo system, all built to work together as one cohesive brand experience.
Approach
Bringing the brand to life
The refreshed positioning gave Three Ships a consistent voice and look across every place its customers actually meet the brand. On the website, the new art direction and messaging carried through hero banners and product storytelling, pairing the "Navigate Natural with Confidence" platform with clean, ingredient-forward visuals. On shelf, the expanded logo system and color-coded product benefits (Brightening, Hydrating, Soothing, Firming, Balancing) gave shoppers an easy way to navigate the full line at a glance.
The same foundation extended into paid social and UGC content, where close-up product shots, ingredient callouts, and real customer voices reinforced the brand's core promise: natural doesn't mean compromising on results. Whether it showed up in a founder story, an ingredient spotlight, or a skincare routine video, the brand now had one clear voice doing the talking.
