An iconic brand among the preservative-free creams with herbal ingredients - Florena, the Beiersdorf brand for a more mature female target group. HAJOK has mastered the subject of naturalness by reworking the logo and placing the herbal ingredients centre-stage.
Since the 1980s, the Florena brand from Beiersdorf has been producing preservative-free creams with herbal ingredients. The original positioning between naturalness and genuine organic quality could not be considered entirely credible. New marketing concepts needed to be created for this reason.
The need for a care range for a mature female target group emerged as a common denominator after very thorough market research. HAJOK was commissioned with a brand and design relaunch, that should appeal more to the target group and more strongly communicate the topic of naturalness.
Gentle, feminine, caring - this is how Florena now appears with its new look. Reworking the logo has shifted focus to the long-standing expertise of the brand. Colour-coded bars facilitate easy navigation at POS. Ingredients illustrated on-pack visualize naturalness and guarantee the recognition of this German skin care classic.
Facts & Figures
- Soft relaunch of the Florena cosmetic brand
- Competition analysis
- Design analysis
- Positioning scenarios
- Concept development
- Design development
- Logo enhancement
- Final artwork
- Development of a POS display