Problem
In cosmetics everyone promises the same thing; on the shelf only packaging differs.
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I Touch
Selling skincare through touch, not claims.
- Client
- I Touch
- Sector
- Cosmetics
- Scope
- Identity, Packaging system, Product art direction
Strategy
In cosmetics, efficacy claims are copied quickly; a formula difference is invisible on the shelf and a competitor can make the same statement next month. That leaves experience as the only defensible axis. We moved the brand off the promise of results and onto the moment of touch — the verb in the name became the centre of the identity. Amber glass, matte black and silk texture tell you how the product will feel before it reaches your hand.
Outcome
Logotype, a packaging system in amber glass and matte black, plus product art direction.
- Identity
- Packaging system
- Product art direction
Next projectElement Global