Kitu Cosmetics
The flagship product of Luxgoldcare by Kitu’or is Skin Perfector Cream. The cream is made of natural ingredients, for example 24 carat gold, hyaluron acid, Pentapeptide 3 and Evodia Rutaecarpa Fruit Extract which all have a strong and scientifically proven anti aging power. One of the ingredients, the Exopolis Saccharide (EPS) creates a visible tightening effect in just 15 minutes. The active complex formula of the cream helps the skin become more radiant, smooth and energetic.
Service
Print, Digital & Web
Client
Kitu Cosmetics
Year
2019
Country
Canada
Kitu.
Cosmetics
The Challenge
Kitu' wanted to create strong positioning in the minds of new customers. They wanted to attract women who are already know about nano-technological solutions but more importantly to intrigue another audience by presenting product in a sophisticated way. Their main goal was to show their main values in branding and create premium look of product to help them worthily compete with their premium competitors' brands.
The Solution
After we determined their main goals, create brand position statement and define their core brand values we've chosen soft and modern visual language to interpret it to customers.
It was decided to choose light gentle colors close to sun light and milk. Brand color palette are light beige, soft gold, light pink and lots of white space in promo materials. Whole visual language was inspired by art deco movement, minimalism and nature. Combination of these fields create modern but at the same time elegant look. Cold geometrical lines support natural illustration in label design and shapes of the products. Typography also show us combination of old and new age. Strong outlined sans serif fonts complement bold serifs from logo letters. This combination creates whole technological but artistic brand style.
Details
As we were focused on technology side of the brand as main functional advantage, we decided to come up with unique product shape. Modern style in our case meant elegant and sophisticated. Because of that we decided to combine technology with floral motives.
Main focus in brand's product design was to show products as piece of art. We are not focusing only on utilitarian use of the product: buy - use - throw away. We are thinking of second usage of the product and wanted to present cosmetic products as beautiful element of decor and a part of your everyday lifestyle.
