Development of brand design and corporate identity of a cosmetic company

Moran is a professional Korean cosmetics company that mainly cooperates with beauty salons. The company produces facial, body and hair care products.

Henna is one of the top products of this company. It is the advertising catalog of henna presented in our portfolio. It became the starting point in the development of the concept of brand design and corporate identity.

We assembled a creative group of designers under the guidance of an art director. The marketer conducted a study of the target audience and made a portrait of a potential consumer. We wanted to convey in the design of corporate identity:

• originality of products;
• naturalness;
• security;
• 100% effect.

"Test Drive"

The project “burns”, we had to provide the first sketches in 3 days. But this time we went the other way.

Since the product is specific, we decided to test the concept of future design on the target audience. The marketer assembled a focus group of several women 30+ years old. They didn’t know anything about Moran, but were actively interested in hair care products, including paint.

We showed the women several layouts of a possible booklet and asked them to describe their impressions.

1. What is associated with booklet design?
2. Is it nice to look at him?
3. Is it easy to read?
4. What are your first thoughts about products?

Almost all unanimously chose two sketches, one of which was with the pattern "Turkish cucumber". After analyzing their answers to questions, we realized that the “Turkish cucumber” optimally reflects the peculiarity of the product.

Then we presented the models to the customer, and he also fixed his eyes on the “Turkish cucumber”. The rest of the corporate identity of the company we performed on the basis of this concept.