Brand Refresh for a Two-Decade Old Skincare Brand
Art Direction
Brand Strategy & Development
Package Design
Market Research
Project Management
photograph: Masato Sato
assistant designer: Yuri Uratani
ABOUT
Since the year 2000, "LA MENTE" hasn't changed its design or brand lineup at all.
While the brand was eating up its brand equity for more than 10 years, it was also suffering from scalping and cheap sales and was desperately in need of developing new customers.
The refrehing project started with restating the brand, valid research and the proposal, including a new lineup that would apeal to the loyal customers as well.
Since the year 2000, "LA MENTE" hasn't changed its design or brand lineup at all.
While the brand was eating up its brand equity for more than 10 years, it was also suffering from scalping and cheap sales and was desperately in need of developing new customers.
The refrehing project started with restating the brand, valid research and the proposal, including a new lineup that would apeal to the loyal customers as well.
CHALLENGES
As stated in the previous section, brand equity was eaten up, and the brand guideline and design regulations were forgotten over the decade.
The research involved sorting out the remaining products in every size and material, and analyzing the data from the customers and sales.
Based on the examinations and the budget, I restated the brand and adjusted the overall visual design of the product.
As stated in the previous section, brand equity was eaten up, and the brand guideline and design regulations were forgotten over the decade.
The research involved sorting out the remaining products in every size and material, and analyzing the data from the customers and sales.
Based on the examinations and the budget, I restated the brand and adjusted the overall visual design of the product.
EXPANDING THE BRANDSCAPE
An upgraded look and feel for a decade-long customers with new lifestyle.
DESIGN DECISION
Determined to create an exciting experience, I made the package design using glimmering silver and shimmering black. Although they are usually white or brown, I made protective liners in black to enhance the overall visual. This visual obviously makes the budget jump; I solved the issue and logistical processes by simplifying the structure and reducing the amount of material.
REJUVENATING THE BRAND
A fresh story for a new customers and more efficient logistics for the internal stakeholders.
DESIGN DECISION
Starting by researching the consumer experience, brand history, and surveys in every department involved, I set three goals for this project. “Preserve the initial brand value,” “improve the brand communication and out-of-box experience,” and “clarify the campaign schedule and product release.”
In the execution of the new visual design, I chose to continue using the iconic, fresh color scheme of White x Green but revised it so the brand could adjust to the new digital era.
In the execution of the new visual design, I chose to continue using the iconic, fresh color scheme of White x Green but revised it so the brand could adjust to the new digital era.
PROPOSAL DECK
— NEW VISION, NEW STATEMENT
I showed the renewed brand image and the statement, being straightforward about the overall project.
I also showed major questions that the internal teams would have in the index and tried to assure them that I was prepared to explain everything.
— NEW VISION, NEW STATEMENT
I showed the renewed brand image and the statement, being straightforward about the overall project.
I also showed major questions that the internal teams would have in the index and tried to assure them that I was prepared to explain everything.
PROPOSAL DECK
— PRODUCTION CALENDAR AND NEW VISUAL
Although I wanted to explore the new visual language, my peers were more sales-heavy and production-focused.
I presented the development schedule and suggested a plan aligned with the production line and marketing campaign, showing the procedure as simple as possible.
As for the design renewal plan, I made sure that the new look would reflect the brand's core values and new voice.
— PRODUCTION CALENDAR AND NEW VISUAL
Although I wanted to explore the new visual language, my peers were more sales-heavy and production-focused.
I presented the development schedule and suggested a plan aligned with the production line and marketing campaign, showing the procedure as simple as possible.
As for the design renewal plan, I made sure that the new look would reflect the brand's core values and new voice.
PROPOSAL DECK
— STATING THE MARKET VALUE
After conducting research, such as competitive analysis, I showed the result visually to support the new brand statement and its visual language.
Since this proposal deck was passed internally, including the executives and non-designers, I made sure that everything on this deck was understandable and communicative.
— STATING THE MARKET VALUE
After conducting research, such as competitive analysis, I showed the result visually to support the new brand statement and its visual language.
Since this proposal deck was passed internally, including the executives and non-designers, I made sure that everything on this deck was understandable and communicative.
PROPOSAL DECK
— PRODUCTION CALENDAR AND NEW VISUAL
Although I wanted to explore the new visual language, my peers were more sales-heavy and production-focused.
I presented the development schedule and suggested a plan aligned with the production line and marketing campaign, showing the procedure as simple as possible.
As for the design renewal plan, I made sure that the new look would reflect the brand's core values and new voice.
— PRODUCTION CALENDAR AND NEW VISUAL
Although I wanted to explore the new visual language, my peers were more sales-heavy and production-focused.
I presented the development schedule and suggested a plan aligned with the production line and marketing campaign, showing the procedure as simple as possible.
As for the design renewal plan, I made sure that the new look would reflect the brand's core values and new voice.
PROPOSAL DECK
— SUPPORTING INFORMATION
To support the proposal, I also added the reference and numbers I used.
— SUPPORTING INFORMATION
To support the proposal, I also added the reference and numbers I used.