Aiming to enter the damaged hair Market, Nazca Cosmetics created the line ‘SOS Resgate de Origem’. Through the visual identity, we should transmit the idea of a deep hair treatment and repairing and, at the same time, get the visual codes from the category. In order to reach a competitive final cost on shelf, the company could not invest a large amount in exclusive packages formats and, for that, we worked on their standard vials, and the differentiation should come through the layout.
To differentiate the standard vials, we played with the customization, associating the lettering to the literal concept of ‘salvation’, transmitting the benefit of hair restoration. As for the creative direction, we considered the Nazca Origem essence expression, a simple and objective language and an impactful design.
Adopting the lifesaver icon as the main graphic resource was our start point to get inspired, as well as the visual identity color code. We used white, red and black to reflect the alert signs of attention and hair recover- this iconic element translated the line’s main benefit and worked as a point of attraction.
The delicate typography was strategically chosen to connect with the beauty universe. And so was the whole creative concept, synchronized with the information and the layout cleanness, approaching the brand to a new condition, above the previous one.