Designed by Tommaso Nicolao, France.
Re branding Payot cosmetics
The concepts behind the Payot re branding are the notions of movement, lightness and technicity.
The veil that appears on the front of the packaging aims to translate those values, while keeping the cleanness and sobriety of the original packaging.
The combination of natural dynamic lines and the reflecting silver foil print allows this graphic element to maintain a perpetual dialogue with the light, sometimes almost disappearing, and sometimes turning into gentle, abstracts forms.
The brand segmentation appears on the lower part of the packaging through a colored line that communicates the name of the product category. Exposed side by side in a point of sale, the result is a stronger color impact on the shelves.
The color code also entirely covers the inside of the packaging, creating a surprise effect and a younger, fresher perception of the product.