ROSETTE Co., Ltd.Rosette Face Wash Pasta


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)