After successfully launching the Phyto Specific brand in 1998 for a multi-ethnic clientele, the French cosmetics group Alès was looking to refresh the brand design of this range to suggest the diversity of its consumers.
Brandimage focused on three key areas to give the brand its new look: using strong, intense colors with warm tones to suggest a universal ethnicity; implying naturalness through refreshing the green logo; deploying luxury codes through contrasting textures and effects.
For the packaging design, Brandimage kept the “clinical” white and introduced new color codes by segment, clarifying brand architecture while confirming the scientific expertise and natural beauty of the brand. To highlight the plant expertise, a range of natural colors as well as the introduction of a plant symbol represents the link between the overall brand messaging and product message.
See our work for Lierac Cosmetics