When working on an established or existing brand, often there’s a foundation and history to build upon, even if the intention might be to evolve what’s already been created. From scratch though, the task is to not only work out who the brand is, but also who it’s for and how to get it to resonate with people.

“It’s a fascinating creative challenge, because unless you start out doing that, you often get trained in orthodoxies of brands and storytelling,” says Al MacCuish, founder and chairman of Sunshine, a creative agency that’s made a name for itself in building brands from the ground up.

Sunshine’s first project that set the tone for this was its work for luxury skincare brand Augustinus Bader, which saw the team create and launch the cult brand. The brainchild of Professor Augustinus Bader, a scientist who wanted to apply his revolutionary technology to commercial skincare to fund his scientific research, Sunshine was responsible for everything from naming to tone of voice, brand ethos to packaging design.