Turning care around
At the same time Eric and Hugo were working together in their own fashion accessories distribution company they were also eager to develop a personal project to feel even more involved. Travel and multicultural lovers, they soon realized their new company should have a social commitment.
After paying attention to the global water crisis, they decided to create a personal care brand to support the social change. For sure they wanted to build a cool brand and a profitable business but the primary aim should be to raise awareness of this problem and bring clean water in developing countries.
DNA offer would be based on three characteristics: easy, portable and trendy. And the first item to be launched should be a product that highlight the water and cleanliness issue, a hand sanitizer.
That's when our crew started to work on a disruptive brand positioning for a care and beauty company. We encouraged them to put the social engagement at the front like those music albums where B-side is even better than A-side. So we devised the 'Turning care around' claim thinking about how every product could have a functional benefit to the consumer but a social profit for others.
Finally our involvement in product reached the concept and naming of the fragrances collection. We use different moments during the day that evoke the essence of nature.
3 and 6 units packs were also designed for holding the complete collection. The colorful bottles are wrapped with a cleaner box that brings the corporate art direction guideline, mixing a white canvas and color dashes.