Rebranding the oldest facial cleansing cream in Japan.
Launched in 1929 and loved by three generations of Japanese women, Rosette Face Wash Pasta had become old-fashioned to young people. Our challenge was to rebrand Rosette. We changed perceptions from “old-fashioned” into “reliable and warm-hearted.” Leveraging the Rose Frame, which has featured on the package for 90 years, we designed a new visual identity system. This was rolled out in posters, brand collateral, promotional items, the website, social media, and events.
2020 Cresta Awards: Silver (Digital Design, Print Design), Bronze (Print Design x 2, Luxury & Fashion, Craft)
2019 W3 Awards: Gold (General Website Categories-Beauty and Cosmetics, Website Features-Visual Appeal-Experience), Silver (General Website Categories-Branding)