Getbrand team made the redesign of all products of brand Eviscent, including brand vitamins "Brewer's yeast with sulfur."
Task
The locomotive of the brand Eviscent was a complex of vitamins "Brewer's yeast with sulfur", developed for the recovery and prevention of problems with hair, nails and skin. The company has also launched a series of cosmetic products for skin and hair care. The range was presented with cleansers, shampoos and extracts in a base of brewer's yeast.
During the audit, we identified several shortcomings in the old design. Communication "brewer's yeast" was broadcast on the entire cosmetic line and caused a number of problems. For example, a girl comes to the pharmacy for facial wash, the first thing she catches the eye while looking at cosmetics "Eviscent" – message " brewer's yeast." Such communication produced a certain dissonance and did not convert it into a purchase.
The old design resembled Bayer's products due to a similar logo-a cross in the upper corner of the package. The logo itself was poorly readable and did not highlight the product.
Decision
Communication "brewer's yeast" should have been preserved only on tablets and in any case not be transferred in this form to the cosmetic line.
We worked through the conversion layer, marking the benefits of the product on the front of the package. Each product was allocated three main functions: intensive nutrition, hydration and restoration of damaged hair – for shampoo; deep pore cleansing, prevention of acne and the fight against black spots – for foam for washing. Understanding the strengths of the product is a very effective tool to attract buyers.
After that, we started to work through the visual layer. It was necessary to make a succession of colors, keeping black and orange. To transfer Eviscent in the more premium segment we increased proportion of black color in relation to the entire package.
To orange color we added interesting strokes due to the author's graphic patterns. The new logo got a more prominent font style. Orange dash above the letter T attracts attention and echoes the bottom of the package.
After working out all of the "three layers of efficiency" of brand, the client received a notable premium brand, clearly showing all its advantages and attractive looks due to extraordinary visual solutions.
