Everyday Sensitive Skincare
- RETAILER: Mannings
- COUNTRY: Hong Kong
- CATEGORY: P5. Body Care
- AGENCY: Passionfruit Asia Ltd
- Client lead: Antoinette Lasjunies
- Project leader: Craig Briggs
- Designers: Harumi Kubo, Liem Cheung
- Strategy lead: NaO Design Trends
SUMMARY: To create a new brand of sensitive skin care to compete with established “national” brands (CeraVe, Cetaphil, QV, Sebamed)
PROBLEM: To create a new brand that harmonizes professional/medical and sensitive/caring, and promotes daily care
OBJECTIVES: 1) Create a dynamic and professional look and feel; 2) Encourage daily (365) usage; 3) Design a clearly segmented portfolio system
SOLUTION: The design for derma365 is sensitive, caring and professional. The classic white packaging establishes category credibility, adding typography that is simple and clean, with derma in lower case, 365 and the blue circle to communicate the daily, holistic regimen and non-stop efficacy of the brand. Derma’s font is both modern and sensitive and reassuring. derma365 includes cleansers and lotions, segmented by green/blue/purple system colors for differing skin types, and subtle secondary graphics to signal functionality.
RESULTS: Rolling out Baby line next year!