Branding & Packaging for Deea® Sugar Paste

Deea® Professional Sugar Paste
This company selling professional depilation (hair removal) cosmetics came across a scenario, where imported products were expensive and at the same time fell short of the requirements and standards of stylists and beauty salons. Dissatisfied with these foreign products, the company decided to create its own local one: of better quality, from organic ingredients and competitively priced.

Task
To create a product that would compete with imported cosmetics and get it into the premium segment of the local market. The product had to considerably stand out from the current competition and it had to have professional appearance – since it was intended, first and foremost, for salons and stylists specializing in depilation.



Solution
After analyzing practices in cosmetology and the beauty industry across the world, we developed a product concept emphasizing natural ingredients and at the same time spotting stylish, elegantly simple and memorable packaging. Looking for such perfection, we created the Deea Sugar Paste Brand – from conception to market launch.

Result
The product launch was simultaneous with Beauty ’19 – an international trade show specializing in cosmetics, perfumes and beauty industry equipment. It was here at this event that Deea depilation paste first became available for sale, and over 80% of the product available was sold during the first day of the show. Buyers noticed and gravitated to the product’s packaging and label, which triumphed overcompeting products in design and appearance.



Naming
To develop the name of this product, we conducted an analysis of competitors in the local and international market. Of the more than 100 options, we selected the best and the client was presented with 10 options for the name, each with its own etymology, origin, philosophy and symbolism.
The client liked 5 options and to choose the final one, we conducted a survey among the potential target audience of the product, most of which focused on the name Deea. Deea is a non-existent word, derived from the word Dea, which means the goddess.

Logotype Idea
When creating the logo, we got acquainted with all the advantages and features of sugar depilation and revealed that after prolonged use of this procedure, the hair becomes thinner and lighter. We visually presented this fact in the letters of the logo, which become thinner from the first to the last letter of the name.





Package Design
​​​​​​​We have created 4 types of labels, numbered from 1 to 4, different in color and which also indicate the density of the paste, from the softest (ultra soft) to the densest (strong). The numbers stand out clearly on the packages, which facilitated the recognition of the desired density and the work of the masters of sugar depilation.
Looking for such perfection, we created the Deea Sugar Paste Brand – from conception to market launch.




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Branding & Packaging for Deea® Sugar Paste
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Branding & Packaging for Deea® Sugar Paste

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Published:

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