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INGENI 新肌霓
品牌整體形象系統企劃
Branding Design

■ 公司名稱. 四沐森有限公司  ■ 品牌名稱. 新肌霓  ■ 作品名稱. 品牌整體形象系統企劃

我們相信,擁有健康的肌膚才能有健康的生活三位理科先生這樣說著,從深受背痘困擾而踏入保養領域研究,帶著自己的專業,從客觀的角度深入保養品市場,致力研發出高效能產品,讓肌膚重返自然的美麗。

2017年,在推出創始產品背膜後,新肌霓就此誕生,堅持成為專注於解決肌膚問題的保養護理品牌,並持續開發出看得見改變的產品。而在現今社會不斷追求天然的情況下,新肌霓並不盲目的信仰天然,而是從多種原料中,選用最有效並安全的成份,讓肌膚的改變看得見,才是新肌霓堅守的信仰。

在前期品牌挖掘的過程中,我們思考著新肌霓想要改變的心,然而改變卻無需理由,只為尋求更好的自己,並展現最真實的自我。新肌霓以「新肌美學、全效配方、身體保養、肌膚調理」為品牌基礎的關鍵字,而在這個基礎上,如何展現「生活態度」是美可特一直在思考的,在不斷地討論並挖掘後,我們定下了四個方向「健康生活、展現自我、自然美肌、追求更好」,期望新肌霓將不只在肌膚上看的出改變,更進一步地改變生活。然而一個品牌的價值,不在於只有單一訴求,在追求美好肌膚的過程中,需要結合感性與理性的平衡;新肌霓所主張的理性為「安全成分,全效配方」「由三位理科先生研發」「點體的保養邏輯」,加上感性的訴求「做你肌膚的好管家」「展現新肌霓的生活新態度,提升你我的生活品質」「回歸本美 Innate Beauty」「真誠對待Be Genuine」,期待結合理性的配方與感性的訴求,找出對自我最好的樣貌。

在品牌標準字的調整上,有別於舊識別較於纖細的柔軟形象,新識別著重於理性與感性的中性簡約結合,以Ge為視覺中心,將兩字以鏡射方式取得視覺平衡,呈現出品牌由 IN 向外的保養美學,英文大寫G與小寫e搭配上有如調理攪拌的迴圈,強調品牌以回歸本美為出發點,創造美好與善的循環。品牌色的選擇上,則以理性冷色調新夜藍搭配上感性暖色霓霧粉,串連出理性與感性的平衡。

|產品功能色相環|
產品的色彩規範,以品牌名「霓」為概念,將產品功能劃分成七大類,並搭配霓虹色制定出專屬於新肌霓的品牌產品系列色,而專屬於新肌霓的霓虹色系,有別於飽和度極高的色系,在顏色的配比上,採用較為柔和的色感,不僅讓整體產品減少衝突感,也讓識別搭配更契合。

|點線面肌因密碼|
擷取英文品牌名 INGENI 的直線、斜線與橫線,簡化成線性輔助圖形「| \ – – \ | 」,並用於所有延伸產品、用品版面設計上;依照產品的使用部位,如美背、美手、美體、私密、美孕、御髮等六大項目,排列不同順序的輔助圖形便延伸出專屬的「肌因密碼」,因為每個部位皆有獨特的保養需求,以各自排列的肌因密碼凸顯產品的獨特性,可以完整的規範出產品與功能的不同需求,在使用上將更有系統地運用,並做出市場區隔。

|包裝設計版面規劃|
在歸納出產品功能色相環與肌因密碼後,以簡約與一致性為主要設計目標,版面的規劃也訂下了一致的規範,以專屬的「肌因密碼」為主版面底圖,並加上以功能導向的霓虹專屬色,便組成了新肌霓的全系列產品包裝設計規劃,包裝上依照部位系列的不同,制定了個別的版面設計配比,讓產品做出區隔,也呈現設計的小巧思。全系列包裝設計,皆以局部上光與打凸的加工方式強調出產品特性,亦保持了版面的簡約度,而產品內袋與瓶身則皆以霧面方式呈現出產品的內、外在質感,提升膚觸的溫暖。

為建立長遠的品牌調性與一致性,品牌的影像風格調性也是建構品牌的一大考量,除了傳達理念與品牌感受外,在視覺感受上是為最直覺的要素之一;以光影結合肢體,傳達出品牌堅定並柔和的形象,訴求在科學的理性形象中,存在感性對待消費者的心;視覺背景選擇藍底搭配流動柔順的材質,傳達出信任、專業、質感、科學的簡約俐落感受。

新肌霓從不同的問題「點」解決肌膚狀況,延伸出專屬產品「線」,達到肌膚的穩定「面」,最終讓每個人都能展現自信的本「體」。在一步一步的規劃與建構中,堅守著理性與感性的兩大原則,每個訴求點都有著雙向的特性,並將所有產品以定調的規範設計,讓品牌呈現一致性,並創造出品牌風格與特性;這樣的改變,讓新肌霓(從內)自身的改變,到(往外)讓消費者感受對於生活的新態度,完整地傳達了新肌霓的核心價值『看得見改變』。

■ Company – FOUREST CO., LTD. ■ Brand – INGENI ■ Project name – Branding Visual Identity Design Project

“ We believe that healthy life brings healthy skin,” said three Mr. Science, who used to be deeply troubled from back acne, which cause them to enter the skincare field researching. With their own profession and objective view, go deep into the skincare product market and are committed to developing high-efficiency products which recover the skin back to its natural beauty.
after the 2017 release the founding product “back mask” then INGENI was born. INGENI insists became a maintained brand that focuses on solving skin problem, and keep developing products that visible change. In the present society, people keep chasing “nature”, however, INGENI won’t believe in nature blindly, instead choosing the ingredient with the best affection and safest from multi-material.
In the process of the brand digging, we were thinking about why INGENI wanted to change, however, change doesn’t need a reason, it is all about looking for a better self and showing the real me. INGENI is based on four key points “new skin aesthetics, high-efficiency ingredient, body maintain, and skin conditioning” to represent a new life attitude. After we keep discussing and communicating the four directions were made “health life, self showing, natural skin, and chasing anything better”, and we hope INGENI not only could make a change on the skin and more change life by the four directions above. Furthermore, the brand’s value is not just focusing on one demand, so the process of chasing wonderful skin needs to combine sensibility and rationality. And first, the rationality grounds are “safe ingredients and high effect formula”, “researched and developed by three Mr. Science”, and “the skin maintenance logic of point, line, plane, and substance”. Second, the sensible part is “ Be your skin keeper”, “Show the new life attitude, and improve life quality”, “Innate beauty”, and “Be genuine”. We looking forward to finding the best self through the combination of rationality ingredients and a sensibility mind.
The new identity design is focused on neutral simplicity and combines rationality and sensibility, which is different from the past identity design that shows soft and slim imaging. New identity creates the “G” and “e” as the mirroring type that makes the visual balanced, and the shape is also like a stir loop that represents the skin maintenance aesthetics should be INside out. The branding visual color uses the cold color new night blue with warm color fog pink that connects the balance of rationality and sensibility.
-Product Features Hue Circle-
The packaging design color specification takes the neon color as the concept, distinguishing the product features into seven sections to match the neon color. Moreover, creating color toning as a soft tone reduces conflict with each section and increases the match with the brand identity.
-Point, Line, Plane, The Gene Code-
Take the straight, diagonal, and horizontal lines from the English brand name “INGENI” to create the linear auxiliary graphics “ | \ – – \ | ”, then use it on the product packaging and business supplies layout design. Furthermore, arrange six different orders of auxiliary graphics that followed each using feature of the product, that the different part of the body needs particular maintenance way, so the gene code could standardize the product and feature systematically, then make market segmentation.
-Packaging Design Layout Plan-
Take the simple and consistency as the main design goal after organizing the product feature hue circle and the gene code, then create a specification for the layout design plan. First, the gene code as the main layout background and add the neon color that represents the function on the center of the packaging. Second, for making a difference, following the functions part creates each layout proportion that distinguishes the products and also shows the design ingenuity. The whole series packaging design uses the same processing methods ”spot varnish and emboss” that emphasize the product feature and also keep a simple layout.
To build a long-term brand tone and consistency, the branding imaging style is a big thought of making branding, it not only transmits the brand idea and feeling, but the visual effects are also the most direct sense. So the light and shadow match with a body shape that expresses a steady but soft brand image, that the rationality and sensibility are assisted at the same time. Choose the blue background and match it with a flow and soft material to create trust, professionalism, quality, and scientific feelings.
INGENI from multi “Point” to solve the skin situations, and continue to create the product “Line”, then reach the stable “plane” of skin, and final, let everyone to express a confident self. The whole change of INGENI keeps two main concepts “rationality and sensibility” and every point of design includes this double-sided characteristic, which is the reason to make a brand consistent and create a brand styled and uniquely. INGENI changes inside out tell a new life attitude to consumers and also transmits the core value “sees the change ” of INGENI.


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