Recently, Dermatanical entrusted Liquidlab, a strategic design agency, to redesign its corporate brand identity and to refresh the packaging for its latest range of body products in order to make a firm statement on over-populated retail shelves.
Meeting the challenge, Liquidlab created a sophisticated, elegant look by using strong iconography combined with a French country feel, and a visual identity that reflects the products’ core characteristics of quality, decadence and femininity. A combination of black and cream, with a touch of aqua and cerise provide a touch of exclusivity.
‘We designed a simple “four letters in a block” concept, incorporating words relating to feminine pampering: body, wash, hand, room, soap and foam. We feel this simple yet striking result simplifies consumer selection as well as facilitating future range extensions,’ comments Liquidlab’s creative director, Jo Pelissier.
Other design elements used to add detail and interest include colour, fonts and illustration.
‘To give the product immediate authority and high-street appeal, we chose to utilise French language in the product descriptors to synergise with the overall French country look,’ adds Liquidlab’s brand director, Aardt Davidtz.
Exclusive offerings
In order to reflect the brand’s exclusivity, co-owners of Dermatanical, Michelle Watling, Alison Baretta and Jason Cooper have put much effort into the look and feel of the labels, packaging and various gift and travel packs. They’re impressed with the overall support and advice offered by the design agency and suppliers.
‘Liquidlab has an incredible focus on branding and provided an objective opinion across the range, something we really appreciate,’ confirms Michelle. ‘Our packaging suppliers, GB Packaging and RAP International, have also been amazingly helpful, knowledgeable and efficient,’ she adds.
