Francis Clássico | Redesign & Packaging

Francis Clássico | Redesign

Francis is a traditional brand that has been on the market for almost 50 years, with products that are a reference in perfumery. Its fragrances are complex and original, with floral oils and long-lasting quality. However, although it is a classic brand, it has aged and lost some of its sophistication.

Challenge
Our challenge was to modernize the Francis brand without giving up its history. We needed to rescue its pioneering spirit, reinterpreting its past, but building a closer and more current dialogue with its consumers.

Solution
With research, we understand the context and behavior of new consumers and discover new trends in the category. From this study, we brought new codes of sophistication and perfume to the brand’s identity, detaching its image from “grandma’s soap”. Through the valorization and protagonism of its ingredients, and a cleaner and more contemporary look, we rescued the rich past pioneered by Francis and we promote a sense of belonging and connection with the new consumer.

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PROJECT TEAM:
VP: Claude de Peña.
Design Manager: Greice di Foggi, Marcio Aoki.
Design Team: Greice Di Foggi, Mariane Rodrigues, Lucas Casertani, Maria Chella.
Illustration: Henrique Viera.
Project by Team Créatif Brasil