Design Strategy - Concept Development - Key Visual Development - illustration - Copywriting - Graphic Design - Packaging Design - Artwork
Company: Procter & Gamble
Client: BRAUN
Project: Braun Silk-épil 5
The IMEA Braun Team was launching a new epilator, targeting younger women who prefer to wax or shave as they feel epilators are for the older generation such as their mums. Having to adhere to strict global guidelines, the brief was to disrupt at shelf and appeal to trendy youngsters who would rather visit a beautician for their personal grooming vs. using a hair-removal tool at home.
Scrutinizing trends, competitors and the marketplace to innovate and bring something unique and ownable to the table we sketched out several concepts to delight and excite our young target audience. Crafting something simple yet emotional and vibrant that would also be disruptive. Our packaging would have to be attractive and alive looking whilst also addressing a no-stress approach to using an epilator and addressing the usage on skin, promise of smoothness and relaxation. Patterns and organic shapes are trendy and attractive. We used these to evoke skind folds and imprints. The waves of the design brings smoothness and softness.
In consumer testing, the target audience was immediately drawn to the fun and dynamic graphics of our design, as well as the playful usage instruction, making the idea of using an epilator feel more relevant and appealing to them. The packaging also made a big impact at shelf with an ownable and unique FMOT, and visual glue graphics that could be linked to a wider marketing campaign across touch-points.
