Designing a new Brand for the mass retail market
brand identity, art direction, graphic design, photography, brochure, packaging, copywriting
A leading company in the contract manufacturing of professional cosmetics and body care products decided to enter the mass retail market with its own brand of personal care, hygiene and wellness products. It turned to us to design the new Brand and its main communication tools from scratch.
Starting from the features of the products - affordability, simplicity, quality of ingredients and traditional philosophy of preparation - we designed a graphic and stylistic system capable of communicating, in a clear, recognizable, and distinctive way, the Brand’s positioning in all its communication touchpoints: from creating the naming to developing the logo, from designing the packaging to producing the information materials.
Naming, payoff and coordinated image express a concept of beauty that focuses on simplicity, minimalism, naturalness and on the philosophy of affordable quality.
An elegant and delicate Brand look, designed around soft, sinuous shapes and a colour palette that uses natural pastel colours to convey the idea of natural wellbeing.
The presence of the hand-illustrated element reinforces the idea of craftsmanship in the preparation and authenticity of the ingredients and raw materials.
Standing out through the packaging
For a product that is mainly sold on the shelf, packaging is a particularly strategic communication device: the label must concentrate all the essence of the brand and at the same time attract and inform the consumers to guide them in their purchasing choices.
For Kosmè, we developed a packaging project for the 4 product lines - detergent, sanitiser, travel and smart working - differentiated by different colour codes.
For the detergent line, we used a particular stylistic element that incorporates the figure of the encyclopaedic illustration of the main botanical essence contained in each of the formulations.
Inform, attract, inspire