Fenna started with three products and a promise that a routine should take two minutes. The category it was entering sells ten-step routines with photographs of dewy skin.
The founders had already chosen their formulas. They needed the packaging, the site and the launch to say less, and to make saying less look like a choice rather than a budget.
Three soft bottles in three heights, so the routine reads left to right on any shelf.
A shop with three products and one page that explains the whole routine in two minutes, timed.
Two films shot in one bathroom over one morning, with nothing on screen but hands and the bottles.
Short, warm sentences and an italic serif for the one line on each bottle.
A bank account for people who make things