Pursuit of even more subtle and advanced premiums.
Development of a premium line called ‘Focus on Foam’.
As interest in facial cleansing is growing, the client asked us to develop a product that proposes a style of facial cleansing with richer foam, and we pursued a further sense of quality and luxury as a premium line, while keeping the concept of the Dove brand.
Luxurious packaging design that evokes the image of a high-quality face wash.
Elements that evoke the image of a high-quality face wash are expressed in transparency and pearlescent gloss. The cap is made of translucent material and the body is pearlescent, giving the packaging a luxurious feel. In sharing our commitment to foam with the client, this led to the first product with accessories, which included a foaming net.
Photography with a focus on the fineness of texture.
After dozens of ways of creating the foam, which is the product concept, we decided on a fine-grained foam that is soft and glossy. After in-depth discussions with the photographer, the lighting for the shoot sought a gentle glow in the expression YKS is capable of accurate product photography as well as expression-oriented photography.
Key visuals reflecting a world of quality face wash and premium.
To create an image of a higher quality face wash, we created a key visual with a beautiful soft, enveloping lather and luxurious packaging. Memorable creative power is more effective than any advertising management technique.
Credit
Creative Director Kan Yasuma / Art Director Akira Inoue / Designer Yusuke Kanai / Photographer Yasuhiko Kawashima
