Beauty is Healthy ↦ ZapBeauty Branding

“Who’s your beauty standard in person?”

“ME”

Beauty is Healthy

Branding \ ZapBeauty — 2017

ZAPBeauty is a beauty brand offering both skincare and cosmetic products. The skincare focuses on daily products which maintain a healthier-looking skin via routine use. The cosmetics enhance the beauty features on every woman without damaging the skin. ZAPBeauty is the brand extension of ZAPClinic, a market leader and awardee of TOP BRAND 2016 for The Best Beauty Clinic in Indonesia. The brand aims to introduce healthy skincare and cosmetics for the masses. ZAPBeauty uses safe ingredients with no harm to the skin.

As a start, we created a smart and dynamic brand identity that mimics the upper-middle-class Indonesian users. ZAPBeauty introduces its new brand tagline: ‘As Beautiful As You’. The tagline believes the perfect beauty is one that is both visually aesthetic and healthy.

ZAPBeauty is a beauty brand offering both skincare and cosmetic products. The skincare focuses on daily products which maintain a healthier-looking skin via routine use. The cosmetics enhance the beauty features on every woman without damaging the skin (safe cosmetics). ZAPBeauty is the brand extension of ZAPClinic, a market leader and awardee of TOP BRAND 2016 for The Best Beauty Clinic in Indonesia. The brand aims to introduce healthy skincare and cosmetics for the masses. ZAPBeauty uses safe ingredients with no harm to the skin.

As a start, we created a smart and dynamic brand identity that mimics the upper-middle-class Indonesian users. ZAPBeauty introduces its new brand tagline: ‘As Beautiful As You’. The tagline believes the perfect beauty is one that is both visually aesthetic and healthy.

Brand Workshop Summary

1 US Department of Commerce - Cosmetics, Toiletries and Skincare Market Overviews 2016

2 Hongkong Trade Development Council, ASEAN in Focus: The Indonesian Consumer Market Report 2016

as beautiful as it is

as beautiful as you

Logogram

We keep the ZAP and the logotype as the continuity of its master brand. The use of Sans Serif is to maintain its simplicity and modern look.

Visual Expression

Pattern Development

To express itself as a beauty brand, we are looking for a visual system that is effortlessly beautiful—just like being healthy is an immediate form of beauty in life. We found the natural inspiration in the golden ratio of Phyllotaxis.

The pattern is easily found in the beauty of nature, seashells, galaxy, and the human body itself. Beautiful, open-ended, and flexible vessel which we could always fill with new meanings.

A diamond-like dot represents the balance of health and beauty, spreading from the center towards infinity, expressing the radiance of healthy beauty.

Brand Primary Colors

Product Colors — Loose Powder

Product Colors — Lip Matte

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.