Robot Food has recently collaborated with the sustainable beauty brand Postcard to create a new identity that encourages consumers to embrace the simple joys of self-care. Originally known as Oasis Beauty Kitchen, Postcard was founded by Hildra Gwee, who started the brand in her kitchen while addressing her own skin condition. The brand has gained popularity in Singapore for its eco-friendly and organic products, focusing on a more authentic approach to beauty that contrasts with the often unattainable standards set by the industry. The rebranding effort aims to resonate with a global audience as Postcard seeks to expand beyond its local market. The creative team at Robot Food faced the challenge of maintaining the brand's sustainable roots while avoiding clichés associated with eco-friendly products. The new identity promotes a philosophy of slowing down and indulging in self-care without excess, aligning with a growing consumer desire for a less pressured lifestyle. Central to the rebrand is the concept of "Wish you were here," which positions Postcard as a sanctuary for self-care, where consumers can escape their worries and embrace a lifestyle of mindful consumption. The visual identity draws inspiration from the idea of postcards, with product names and packaging designed to evoke serene natural locations. The new logo features organic elements reminiscent of vintage signage, while illustrations resemble postal stamps, adding a personal touch to each product. Robot Food has also crafted a unique tone of voice for Postcard, blending romantic and sensory language with unexpected elements to create an engaging experience that challenges conventional beauty narratives. This approach aims to transport consumers to different moments and places, enhancing their connection to the brand. To further bring the brand to life, Robot Food has developed both physical and digital experiences, including a redesigned website and cohesive social media presence. The rebranding positions Postcard not just as a sustainable beauty brand, but as a thoughtful choice for consumers seeking deeper connections in their self-care routines. Hildra Gwee emphasizes the importance of creating a brand that embodies an aspirational lifestyle, demonstrating that sustainability can be both desirable and intentional, rather than merely a guilt-driven choice.