Company – FOUREST CO., LTD.
Brand – INGENI
Project name – Branding Visual Identity Design Project
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“我們相信，擁有健康的肌膚才能有健康的生活” — 三位來自理科背景的新肌霓主理人這樣說著。
從深受背痘困擾而踏入肌膚保養領域，帶著原有的理科專業，探尋市場所需，投入皮膚科學研究，致力研發高效能產品，讓肌膚重返光亮。2017年新肌霓以突破性的背膜作為品牌問世產品，成功讓大家認識這個品牌，也解決了許多人一直隱藏的肌膚問題，但新肌霓想要更好的心未曾停止，2021年中是我們與新肌霓的初次相遇，感受到這個品牌滿滿的衝勁，美可特團隊也接下了這個充滿挑戰的品牌升級計畫。
“ We believe that healthy life brings healthy skin,” said three Mr. Science, who used to be deeply troubled from back acne, which cause them to enter the skincare field researching.
With their own profession and objective view, go deep into the skincare product market and are committed to developing high-efficiency products which recover the skin back to its natural beauty. after the 2017 release the founding product “back mask” then INGENI was born. INGENI insists became a maintained brand that focuses on solving skin problem, and keep developing products that visible change.
｜品牌定位策略｜
現今的保養品市場發展蓬勃，有越來越多品牌追隨天然概念，與新肌霓團隊幾次的推敲討論，理解他們並不願盲目追逐市場風向，而是著重在開發“看得見改變”的產品，以專業理科背景選擇更有效且安全的成分，真正解決全身肌膚問題，讓改變看得見，才是新肌霓堅守的信仰。
我們以「新肌美學、全效配方、身體保養、肌膚調理」作為新肌霓的品牌定位，在此基礎上也希望消費者一同感受新肌霓所要提倡的「生活“新”態度」，我們定下了四個方向「健康生活、展現自我、自然美肌、追求更好」，不只是肌膚在新肌霓能得到改變，更能進一步走向更好的自己。品牌價值的建立過程，從品牌的感性與理性雙向探討，理性面的訴求「安全成分，全效配方」「三位理科先生研發」「點 – 線 – 面 – 體的保養邏輯」，加上感性面的主張「做你的肌膚好管家」「展現生活新態度，提升生活品質」「回歸本美 Innate Beauty」「真誠對待Be Genuine」，以此打造屬於新肌霓的「新肌美學」，做消費者的肌膚管家。
Brand Positioning Strategy
In the present society, people keep chasing “nature”, however, INGENI won’t believe in nature blindly, instead choosing the ingredient with the best affection and safest from multi-material. In the process of the brand digging, we were thinking about why INGENI wanted to change, however, change doesn’t need a reason, it is all about looking for a better self and showing the real me. INGENI is based on four key points “new skin aesthetics, high-efficiency ingredient, body maintain, and skin conditioning” to represent a new life attitude. After we keep discussing and communicating the four directions were made “health life, self showing, natural skin, and chasing anything better”, and we hope INGENI not only could make a change on the skin and more change life by the four directions above. Furthermore, the brand’s value is not just focusing on one demand, so the process of chasing wonderful skin needs to combine sensibility and rationality. And first, the rationality grounds are “safe ingredients and high effect formula”, “researched and developed by three Mr. Science”, and “the skin maintenance logic of point, line, plane, and substance”. Second, the sensible part is “ Be your skin keeper”, “Show the new life attitude, and improve life quality”, “Innate beauty”, and “Be genuine”. We looking forward to finding the best self through the combination of rationality ingredients and a sensibility mind.
回歸本美 Innate Beauty x 真誠對待Be Genuine
｜品牌識別系統建立｜
在品牌識別的設計中，改善了原先識別過於纖細不易辨識的問題，全新的識別更著重呈現品牌中性簡約的個性，以Ge為視覺中心，將字母以鏡射構想達到視覺平衡，呈現出品牌由 IN 向外的保養美學，大寫G與小寫e有如調理攪拌的迴圈，呼應品牌以回歸本美，持續循環的核心理念；中文標準字選擇以黑體為基礎，在字的收尾處以上揚的勾筆作為輕盈無負擔的象徵，增添品牌柔軟肌理的意象；品牌色則以理性冷色調-新夜藍，搭配上感性暖色-霓霧粉，串連出理性與感性的平衡。
Brand identity system building
The new identity design is focused on neutral simplicity and combines rationality and sensibility, which is different from the past identity design that shows soft and slim imaging. New identity creates the “G” and “e” as the mirroring type that makes the visual balanced, and the shape is also like a stir loop that represents the skin maintenance aesthetics should be INside out. The branding visual color uses the cold color new night blue with warm color fog pink that connects the balance of rationality and sensibility.
｜品牌影像風格調性｜
品牌形象建立後，要能延續風格調性的一致，影像呈現是其中一大關鍵，除了要達到行銷推播的目的，視覺上也必須延續品牌自身個性；在品牌影像風格調性安排中，設定了以光影結合肢體，傳達出品牌堅定並柔和的形象，訴求在科學的理性形象中，存在感性對待消費者的心；背景選擇以品牌藍底搭配流動柔順的材質，傳達出信任、專業、質感、科學的簡約俐落感受。
To build a long-term brand tone and consistency, the branding imaging style is a big thought of making branding, it not only transmits the brand idea and feeling, but the visual effects are also the most direct sense. So the light and shadow match with a body shape that expresses a steady but soft brand image, that the rationality and sensibility are assisted at the same time. Choose the blue background and match it with a flow and soft material to create trust, professionalism, quality, and scientific feelings.
｜產品功能-建立霓虹色相環｜
在包裝系統的色彩規劃上，使用品牌名「霓」概念，對應產品七大系列，去呼應肌膚的不同訴求-如修護、勻膚、滋潤...等，打造專屬新肌霓的霓虹七色，在顏色的配比中，採用柔和不過度飽和的色感，如同產品帶給肌膚呵護的柔和意象。
Product Features Hue Circle
The packaging design color specification takes the neon color as the concept, distinguishing the product features into seven sections to match the neon color. Moreover, creating color toning as a soft tone reduces conflict with each section and increases the match with the brand identity.
｜六大部位-打造肌因密碼｜
擷取英文品牌名 INGENI 的直線、斜線與橫線，簡化成線性輔助圖形「| \ — — \ | 」，用於所有產品包裝規劃；依照使用部位，美背、美手、美體、私密、美孕、御髮六大項目，運用線性元素的不同排列與之對應，打造專屬的「肌因密碼」，每個部位皆有其保養需求，以六組排列肌因密碼劃分產品間的差異，讓產品更具系統性的規劃，規範出身體部位所對應的產品。
Point, Line, Plane, The Gene Code
Take the straight, diagonal, and horizontal lines from the English brand name “INGENI” to create the linear auxiliary graphics “ | \ – – \ | ”, then use it on the product packaging and business supplies layout design. Furthermore, arrange six different orders of auxiliary graphics that followed each using feature of the product, that the different part of the body needs particular maintenance way, so the gene code could standardize the product and feature systematically, then make market segmentation.
｜包裝設計版面規劃｜
透過產品功能色相環與肌因密碼的規範後，產品各支線更加清晰，因產品眾多，版面簡約與系統性是產品包裝的設計重點，以對應使用部位的「肌因密碼」為主體，加上功能導向的「霓虹色相環」，組成新肌霓的全系列產品包裝設計規範；包裝上依照不同的包裝瓶器、鋁袋，制定了各版面的設計配比，讓產品間有所區隔，又能延續在包裝規範中；全系列包裝設計，皆以局部上光與打凸的加工方式強調肌膚紋理的意象，而產品內袋與瓶身皆選擇霧面材質強化整體質感，也如同肌膚觸感般溫暖。
Packaging Design Layout Plan
Take the simple and consistency as the main design goal after organizing the product feature hue circle and the gene code, then create a specification for the layout design plan. First, the gene code as the main layout background and add the neon color that represents the function on the center of the packaging. Second, for making a difference, following the functions part creates each layout proportion that distinguishes the products and also shows the design ingenuity. The whole series packaging design uses the same processing methods ”spot varnish and emboss” that emphasize the product feature and also keep a simple layout.
新肌霓從肌膚的各種問題「點」著手，打造專屬產品「線」，給予肌膚穩定「面」，最終讓每個人都能展現自信的本「體」。
一步一步的規劃與建構，堅守著理性與感性的兩大原則，從中挖掘品牌自身價值與信念，並定調出系列與功能差異的包裝規範，讓品牌視覺呈現一致性，創造出屬於新肌霓的專屬風格；從品牌根本的強化，系統性的建構，讓消費者感受到新肌霓所提倡的生活“新”態度，回歸本美真誠對待，讓全身肌膚看得見改變。
INGENI from multi “Point” to solve the skin situations, and continue to create the product “Line”, then reach the stable “plane” of skin, and final, let everyone to express a confident self. The whole change of INGENI keeps two main concepts “rationality and sensibility” and every point of design includes this double-sided characteristic, which is the reason to make a brand consistent and create a brand styled and uniquely. INGENI changes inside out tell a new life attitude to consumers and also transmits the core value “sees the change ” of INGENI.
