The project was implemented for SONCA - the largest private producer of household chemicals and cosmetics. The complex brand identity includes a logo, corporate identity and a label.
A detailed analysis of the preferences of the target audience at the first stage was carried out. It was important to find workable insides for this audience which could form the basis of the concept of visual brand image. As a result we were able to find not only an attractive aesthetic solution but also a selling one.
The central part of the composition was a logo that combined a font solution and a graphic symbol - "kaleidoscope". It is based on a stable circle symbolizing calmness, harmony and balance. This element is built on the principle of the "golden section" which enhances harmony.
Metaphorically the symbol represents a woman's inner world - her feelings, desires, desire to be beautiful. In it we see a natural image of beauty - a flower and the glitter of stars - the embodiment of dreams. The movement into the outer world comes from the center - it's a manifestation of women's essence, the desire to impress and admire.
The logo is variable and has its characteristics depending on the specific product. The concept has been adapted to more than 50 SKU: shampoo, balm, shower gel, lotion, body milk, soap.
KRASA became not only a noticeable phenomenon in the cosmetic market but also in a short period has become one of the strongest Belarusian brands in this segment.