Create a new-to-world, accessible, mass-market beauty brand that breaks established category codes.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today.
Slogan “Release your dark side and feel extraordinary!” promotes a talisman fragrance creation that awakens the positive emotions in every woman. Named Kuroi (black in jp.) because every woman has their own dark side, what make them so unique, so special.
Kuroi helps release their inner desires, their secret feature, their inner beasts.
Packaging design with the simple bottle can remind more man-like image, but the fragrance breaks barriers, so visual identity must reflect that too. Front of packaging is velvet laminated, what creates the idea of softness, but the rough texture used on the side of the box reminds that behind every sweet smile there is something more, something deeper.