\
ZapBeauty
\
Brand Setup
'
Year
2017
Industry
Beauty
Scope of Work
Brand Strategy \ Visual Identity \ Brand Expression \ Packaging System \ Packaging Development \ Set Direction \ Styling \ Brand Guideline '
ZAPBeauty is a beauty brand that offers both skincare and cosmetic products. The skincare line focuses on daily products that maintain healthier-looking skin through routine use. The cosmetics are designed to enhance beauty features in every woman without damaging the skin. ZAPBeauty is a brand extension of ZAPClinic, a market leader and recipient of the TOP BRAND 2016 award for The Best Beauty Clinic in Indonesia. The brand aims to introduce healthy skincare and cosmetics to the masses, using safe ingredients that are harmless to the skin.
As a start, we have created a smart and dynamic brand identity that resonates with the upper-middle-class Indonesian users. ZAPBeauty introduces its new brand tagline: ‘As Beautiful As You’. This tagline embodies the belief that perfect beauty is one that is both visually aesthetic and healthy.
Visual Expression
To position itself as a beauty brand, we are seeking a visual system that embodies effortless beauty—mirroring the idea that being healthy is an inherent form of beauty in life. We found natural inspiration in the golden ratio of Phyllotaxis.
This pattern is easily observed in the beauty of nature, including seashells, galaxies, and the human body itself. It is a beautiful, open-ended, and flexible vessel to which we can continually assign new meanings.
A diamond-like dot symbolizes the balance between health and beauty. It radiates from the center towards infinity, expressing the radiance of healthy beauty.
Logogram
We retain the "ZAP" and the logotype as a continuation of its master brand. The use of Sans Serif font is to maintain its simplicity and modern appearance.
Packaging Implementation
The Phyllotaxis-inspired pattern entirely covers the base packaging box, encased in a white slipcase which covers half of the base. The slipcase has to be pulled to open the box, providing an uncommon unboxing experience in an industry flooded with generic tuck-top box lids.
To further distance from generic packaging designs, the ink used for the pattern is a metallic one and the logo is embossed on the white slipcase, enhancing the packaging experience using the sense of touch.
ZapBeauty
Upon Request
\\'
Reagan Wijaya
Sisiana Pradita
Wildan Ilham
Others
Dimas Danu
Fajar Apriyadi
Stephanus Mering
Syarif Hidayatullah