Creating the Z Factor.
BLAQ had the basics covered: great products, an innovative spirit, and a focus on sustainability. But they lacked what was needed to connect with a newer, younger generation – the Z factor. Our opportunity was to breathe new life into the brand through a Gen Z lens – creating a bold new creative platform, and packaging to match.
Zeroing in on Zoomers.
Gen Z’s view of beauty is about radical self-acceptance. They’re playful with who they are, and don’t like being confined to a box. This is a generation that believes beauty shouldn’t come at the expense of the planet. Our refreshed identity needed to reflect this with a focus on fun, purpose and diversity.
We started by defining a strong purpose: Detoxify the beauty world, creating playful, easy and efficacious regimes for all.
Into the nitty gritty.
The refreshed brand is playful and unapologetic in design and attitude – while fragmented creative reflects time split between Gen Z’s two worlds: the ever-evolving digital world (URL) and the real world (IRL). We’ve created an evolved logo that’s about owning BLAQ’s unique identity, while art direction is deliberately raw, real and unpolished – expressing bucketloads of attitude and individuality.
Vibrant primary colours unleash the brand’s fun side, while dynamic, meandering headline shapes embody energy. On the packaging, we’ve used geometric shapes to help with navigation and inject an even bigger dose of joy.
What we did:
Identity Refresh, Packaging Design, Web and Social Design, Art Direction, Photography