U.K. based skincare brand Pai was launched over a decade ago when founder, Sarah Brown, found that her usually calm skin became irritated, hyper-sensitive and acne-prone. 10 years later, the market had become flooded with competitive brands offering purported solutions to sensitive skin. It was time for an update. Concrete conducted an over 2 year reconsideration of the entire brand. The foundational positioning was based on flipping Pai’s existing tagline – We understand sensitive skin – to “Sensitive skin. We understand.” The new positioning shifted emphasis from mere efficacy knowledge to more of an empathetic understanding of what can often be debilitating skin issues. In addition to brand positioning, Concrete’s work included visual identity, packaging, and brand voice and style.