Beyoung
2021 / Packaging Design
Booster Gen
Developing a revolutionary line of products to facilitate the consumer's relationship with their skin across all generations.
My role: art direction, packaging, naming, layouts, presskits and final artwork
Marina Cota & Theo Cardinali (Concept); Guilherme M. (Art Direction); Bianca Castanho, Leonardo Pessoa & Natalia Medina (Copywriter); Gabriel Martins (3D); Pedrita Junckes (Shooting); Flyz Studio (Audiovisual); Fernanda Badan (Art Buyer & Graphic Production)
Project.
Through market research, it was pointed out that skincare consumers, in general, have difficulty choosing the ideal product for their skin needs.
The challenge was to simplify the lives of these consumers by clearly identifying each of the seven products in the line. The layout was also redesigned and became the standard for the other products, facilitating access to information via QR code and integrating the physical with the digital by using benefit tags instead of icons.
Result.
Major launch with pieces for different media and a prime-time TV film campaign, presenting the complete line of treatments for every skin need, which can be used by all generations according to their needs + the launch of SKIN ID artificial intelligence to indicate the best product in the line.
Getting to know the new
Each of the 7 products is indicated for a skin characteristic and can be used for different age groups. It was necessary to think of a line name that would generalize this audience.
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BENCHMARK
To understand the scenario, we started by analyzing which brands were positioned in the same way, such as La Roche, and Vichy, among others. We began to brainstorm possible names related to more clinical aspects and other options related to aspects of consumer identity. We also work on individual names for each product according to the brief for its use.
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NAMING
After many studies and creations, Booster GEN was defined, which comes from generation. The idea was to give the line a more pop feel and indicating that the products are for all skin generations.
For the products, we continued with the idea of ​​names that indicated their main treatment focus and added the + at the end (an indication of their numerous secondary benefits).
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LAYOUTS
With the names defined, the layouts were designed in accordance with the brand redesign previously carried out on the packaging. However, with the complexity of the new line of treatments, with many benefits and information, it was necessary to readapt the layout.
Instead of benefit icons, we opted for tags on the front and the QRcode on product assets on the back. These elements were chosen to increasingly resemble physical products with the digital environment, creating a language that brings the two fields closer together and brings more familiarity to the consumer.
Follow your skin!
Presskit.
Ideas were designed for the production and sending of press kits to influencers to promote the launch.
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The final press kit contained a Bluetooth connection board with the SKIN ID app (artificial intelligence that recognized aspects of the face and indicated the best product in the line for daily care) accessed via the printed QRcode. When following the app's step-by-step instructions, the box activated the LED light corresponding to the product indicated in the scan result.
A digital + real experience to showcase the brand's development more technologically and show how SKIN ID collaborates with our skin care product choices.
