ATHLIQUE
Building A Brand For The Window Skincare Forgets
Client
Athlique Skincare
Scope
Beauty & Wellness
Vertical
Health & Beauty · Skincare
01
The problem
Dr. Brianna Varas, a board-certified pediatrician, saw the same pattern across her practice: young patients following solid skincare routines and still breaking out. The missing piece wasn’t another product. It was the window between sweating and properly cleansing, where oil, bacteria, and debris sit on the skin barrier and quietly cause damage.
She had built a clinically thoughtful solution for that window. She did not have a brand that could carry it into a teenager’s backpack.
THE BRAND HAD TO —
01
Translate clinical credibility into a register a 16-year-old would actually use
02
Build one cohesive brand across packaging, retail, founder content, and digital
03
Claim a specific physiological moment no competitor was framing
02 · THE INSIGHT
Trust is built by a physician.Use is decided by a teenager.
Pediatric skincare has a structural credibility problem: parents read the science, but the product still has to live in a gym bag. We treated this not as a tone problem but as a system problem: make the clinical and the lifestyle inseparable. Same brand. Same surface. Same idea.
BRAND PLATFORM
Active Skin Science. Clinical at the core. Designed for the life in between.
03
The solution
BG partnered with Dr. Varas to build the Athlique brand system end-to-end.
01
Refined positioning around a specific physiological moment: the post-sweat window
02
Built a complete visual identity: color, typography, packaging, and product architecture across Reset Wipes, sachets, refill boxes, starter packs, and the bag-clip silicone holder
03
Defined three audience cohorts: Proactive Parent, Academic Active, High-Performance Professional. Each with its own pain point and trust trigger
04
Produced the founder content system: anchor video, editorial cuts, social cuts, headshots, product B-roll
05
Built the launch surface: Shopify storefront with subscription architecture, retail moments, and a phased social rollout
04
Launch direction
Bring the science forward without losing the bag.
01
Phase 1: Brand system, packaging, and Shopify storefront
02
Phase 2: Instagram presence and founder-led content
03
Phase 3: Paid acquisition across Meta, Google, TikTok, and YouTube. Segmented to the three cohorts
05
The outcome
A pediatrician’s protocol, ready to meet the market as a brand.
01
A cohesive identity system spanning packaging, digital, retail, and apparel
02
A founder content architecture that scales one clinical voice across formats without diluting authority
03
A subscription-ready commerce stack on Shopify, architected for clean analytics from day one
04
Early social momentum: 6.5K monthly views and +67% follower growth ahead of the full launch push
Prevention is harder to sell than correction. That’s what made it the right brand to build.