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Graphic Design / Brand
Graphic design and brand development.
Case Study: Philosophy Skincare
Philosophy skincare is the original and first independent beauty brand. It’s name and packaging, which featured a word alongside with it’s definition were both way ahead of their time in terms of their level of abstraction. Acquired by Coty, the brand has been dormant ever since; falling behind after numerous failed attempts to convey it’s essential message in a contemporary way. This updated graphic design carries further the initial intent. Fulfilling the brand’s larger abstract framework while speaking to the natural world of it's ingredients, elements and symbols become the new language and speak to the new iconographic emoji based audience interested in quick understandings of form and function. The proposal is clean, modern, and additionally assists in organizing the various franchises within the brand umbrella. It’s a perfect fit.
Re-brand
Prior attempts to bring a chemical element to the brand(left) fell flat and were a subtext at best. The newly proposed graphic design takes the brand concept to it's logical conclusion, and as such is immediately identifiable as the brand within itself.
Architecture.
Marketing components are overlaid onto the new
graphic architecture where a space is left for each product's essential character, mnemonic, actual name, and key benefit or claim.
graphic architecture where a space is left for each product's essential character, mnemonic, actual name, and key benefit or claim.
Expand.
The abstraction of the new concept allows for expansion, permutation, and variants to be easily created.
A language of signs.
Pushing beyond the element, a language of signs is developed. While the chemical element itself speaks to the natural, scientific, and multi-franchise aspects of the brand; the signs/symbols speak directly to the level of abstraction, and assist in communicating to an emoji based generation of consumers.
Application
Applied in the store design context, the new language becomes not only an identifier for the brand, but an obvious organizing principal for the consumer's navigation through it.
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