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Biostase 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: France
Industry/Sector: Cosmetics, Toiletries, Personal Products
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Laboratoires Biostase is a niche player in the cosmetics and skin care industry. For more than 15 years, Biostase has been a trustworthy partner for beauty centers, cosmetic and surgery clinics across the world. In 2010 it decided to target consumers directly as a solution to a declining economic environment.

Challenge
Rebranding became necessary, not only to raise the company’s profile and support the business expansion, but also to build a stronger and closer relationship with the end consumer. The relationship with the consumer is seen as part of the solution for a strong cosmetics company in a declining luxury goods market.

Strategy
The Biostase brand idea is "intelligence cosmetique". This conveys the extraordinary properties of Biostase's products, which are recognized by the beauty industry's most prestigious authorities. The chosen solution was to let the product "shine". We appealed to a minimalistic design solution in order to emphasize the product itself. Simple typography based visual identity elements, large white spaces and metallic silver treatments, together with a classic typeface (Helvetica) encompass the Biostase's personality and core values. Biostase's main brand symbol, the orchid, was kept in a refined and simplified version that is used as an avatar across various visual applications.

Result
The new Biostase visual identity was launched in July 2010 in two of the company's main markets—Japan and South Korea. Biostase received positive feedback both from consumers and its business partners. The company is currently deploying the new identity to a stock of 400k units and is preparing the launch in the Middle East and European markets.


Credits:

Client: Labratoires Biostase - www.biostase.com - www.biostaseparis.com
Executive Sponsors: Frederic Noblot, Nadia Abuligesei
Project Manager: Nadia Abuligesei

Brand Strategists/Designers: Inpublic - www.inpublic.ro
Brand Strategist: Andrei Botez
Art Direction: Andrei Botez
Project Manager: Andrei Botez

Photography: Codrin Serghei - www.codrinserghei.ro

Technology: Unicity - www.unicity.ro
Web development: Cristian Bârlădeanu


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