Agency: Super. Brand Consultants
Creative Director: Laura Moreira
Strategy Director: João Magalhães
Art Director: Frederico Pompeu
Project Type: Produced
Product Launch Location: Asia
Packaging Contents: Cosmetics, skincare, eye cream, moisturiser, spray toner, foam cleanser
Packaging Substrate / Materials: Glass bottle, cardboard
Printing Process: Holographic foil stamping
KRUSH is an organic skincare brand that we are proud to present.
Nineteenth-century Spanish philosopher Ramón de Campoamor y Campoosorio, wrote: “beauty is in the eye of the beholder”. We couldn’t agree more. In our society, this idea is hardly debatable. But when it comes to behaviors about beauty, are we walking the talk?
A Chinese and Korean consortium approached us to develop a brand and packaging line for a range of cosmetic & skincare products. Our client needed to define its positioning in an extremely competitive market dominated by large global companies. The brand strategy was defined by defining a unique positioning based on emotional benefits. We developed the entire brand strategy, verbal identity, visual identity, packaging design and digital activation.
In a world where women are daily faced with unattainable beauty standards, the brand challenges women to manifest themselves freely, without fear of not being considered beautiful. The brand communicates its feminist position – the brand wants women to feel good about themselves and act naturally with their beauty, offering products that take care of their skin now and in the future to come.
The concept for the brand visual identity system was developed on the idea for simplicity and natural look. The logo followed a minimalist approach with a bespoke type font, clear kearning and carefully detailed curves. The packaging followed the same minimalist approach, enriched by holographic reflective foil finishing that was meant to establish the brand’s guts, confident and affirmative personality. In order to emphasize the main brand idea we used natural textures – coconut tree leaves, peony petals, rose petals, sea water foam – to create illustrations for each skin care product. The overall visual language was inspired in natural beauty.
The blend of a purposed led brand, with a fresh, confident and affirmative personality that is meant to communicate with a feminine audience, mixed with natural yet bold visuals are what makes this packaging line unique.