Primera has launched a new “Mild & Perfect” line that bundles functional cleansing assets. By integrating
cleansing products into one comprehensive line, the strategy aims to enhance the clustering effect on
offline shelves. The design aspect also focuses on this approach. To express Primera’s unique cleansing
effect that is gentle yet powerful on the skin, the products feature a clean texture and soft colors that
convey a subtle but refreshing feel. The modern layout emphasizes Primera’s functionality.
OIL TO FOAM
While maintaining a cohesive look for overall visual harmony, subtle variations were introduced for product types that required stronger individual distinction.
Primera’s key asset, Oil to Foam—a multi-textured cleanser that combines the functions of oil and foam—was designed with a transparent container to reveal the clarity and color of the oil formula.
FACIAL PEELING
Primera’s signature cleansing product, the Facial Peeling, offers a gentle exfoliating effect.
To highlight its mild formula—gentle enough for even sensitive skin—we adopted the signature ivory tone and glossy translucent container used across the Mild & Perfect line.
Because visual clustering is essential for fostering the Mild & Perfect line in offline retail settings, most products feature a unified container, cap or pump color, and neutral-toned typography, allowing them to be perceived as a cohesive group when displayed together.
To foster the Mild & Perfect line in offline retail, cohesive visual clustering was key.
Most products were designed with consistent container and cap or pump colors, along with neutral typography, so they appear as a unified group when displayed together.
As part of our efforts to reduce environmental impact, the containers are partially made from recycled plastic.
Packages
In the unit box design, we aimed to visually convey the product’s mild ingredients and gentle feel using soft, powdery colors and textures.
Primera’s core value of functionality is reflected through its signature bold and sophisticated layout.
While retaining the brand’s characteristic front-facing logo design, we used only post-print finishes for both the logo and product name to create a subtle, understated impression.
The color of the container, box, and main graphic elements were designed in a tone-on-tone palette, enhancing visual cohesion on offline shelves and delivering a sense of cleanliness and refinement.
The unit box information layout was designed with both sales strategy and consumer practicality in mind.
The front panel, acting as a visual backdrop and VMD element on shelves, appears nearly monochromatic from a distance to create a unified, voluminous display.
However, as consumers approach and examine the product closely, the text becomes legible.
In offline stores such as MBS, where customers often carry products by viewing the top of the box, dark gray text was added to the top panel for easy product identification.
The same color and clear typography were applied to the side and back panels to ensure product information is easily readable.
The unit boxes were made using FSC-certified recycled paper containing reused materials and were printed with soy ink.
