AESTURA ATOBARRIER365 CLEANSING LINE
Summary
AESTURA Atobarrier365 Cleansing Line is a newly expanded range, evolving from a single foaming cleanser SKU into three products.
While maintaining the consistent design identity of Atobarrier365, the focus was on introducing subtle visual variation unique to the cleansing line through differences in material transparency.
Background
AESTURA has continued to grow centered around the Atobarrier365 Cream and Lotion, but there was a need to expand the portfolio within the cleansing category, which serves as the step before moisturization.
Accordingly, three products—the Gentle Foaming Cleanser, Cleansing Milk, and Cleansing Foam—were launched simultaneously to address the diverse cleansing needs of customers with sensitive skin according to their skin type and condition.
Package Design
The Atobarrier line is the brand’s most core line, with a concentrated SKU portfolio currently comprising nine products, making it important to determine the appropriate level of differentiation for the cleansing category within the same line.
Various directions were explored, including adding a sub-color, varying the triangular foot shape at the bottom, and incorporating graphic elements that could intuitively convey the cleansing function.
Ultimately, priority was given to maintaining the consistency of the brand identity. Rather than introducing variation through additional visual elements, the design was resolved by utilizing differences in the transparency of the container materials. Although there are subtle differences in translucency depending on the material of each container, an overall milky white translucent finish that softly reveals the formula was applied to create a clean and refined cleansing image.
Ultimately, priority was given to maintaining the consistency of the brand identity. Rather than introducing variation through additional visual elements, the design was resolved by utilizing differences in the transparency of the container materials. Although there are subtle differences in translucency depending on the material of each container, an overall milky white translucent finish that softly reveals the formula was applied to create a clean and refined cleansing image.
- Amorepacific Creatives
- Package Design
- Lee Sangah
- BM
- Choi Jonghyun
- Development
- Son Bobae
- Photography
- Shin Sangwoo,
Derma Beautie MC Team
