Astra Make-up Company Re-branding by Paul Robb - Salt&Pepper

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DESIGN DETAILS
DESIGN NAME:
Astra Make-up

PRIMARY FUNCTION:
Company Re-branding

INSPIRATION:
Astra Make-Up is an Italian consumer brand, that aspires to become the essential ally of every woman. The brand desires to express the consumer’s personality, wanting to express their inner creativity, emphasizing their charm. Dynamic, free, brave, and impulsive is the woman that the new brand Astra make-up represents through a simple and fresh identity that is both elegant and recognizable on the new packaging design. The claim, Be You was created to express and accompany the brand.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The power of the brand lies not only in its ability and vision, but also in communication. An easy to use catalogue filled with strong product photography; an consumer orientated and appealing website that provides on-line services and an overview of the brands products. We also developed a visual language in the representation of the brand sensation with a fashion style of photography and a line of fresh communication in social media, establish a dialogue between the company and consumer.

OPERATION / FLOW / INTERACTION:
The end user engage directly with the new brand through different level of comunication: the elegant, simple packaging and the captivating, strong, advertising photography used for editorial, social media and company website.

PROJECT DURATION AND LOCATION:
November 2017 - March 2018

PRODUCTION / REALIZATION TECHNOLOGY:
To strengthen Astra’s new brand identity, Salt & Pepper has designed a new font to be used throughout the communication: POS, catalogue, folders and website. The other main objective of Astra rebranding was to raise the quality perception of the products by raising the quality of photography, both still life and portrait.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Corporate brochure 200 x 280mm, Catalog 200 x 280mm, packaging: different format, web design:

TAGS:
Type/Font Design, Identity design, Advertising, Catalog, Web, Packaging, Photography, Social media content, Video

RESEARCH ABSTRACT:
Through market research, it was discovered the existing brand was dated and had a low brand reputation. The aim of the re-branding addressed this problem on two fronts: 1.B2B raising awareness and realigning the brand integrity 2.B2C as the company had never directly engaged the consumer, the integration and strategy of a new targeted campaign addressed areas of communication weakness. New areas of engagement were developed with higher profile communication strategy.

CHALLENGE:
The most challenging part of the process was changing the internal perceptions from a B2B marketing campaign to a strategy of a customer-centric branding. The new brand needed to appeal to a wider costumer base and new and challenging markets through a new way to represent the products and to correct their brand reputation.

ADDED DATE:
2018-06-29 08:03:27

TEAM MEMBERS (8) :
Art Director: Paul Henry Robb, Production Manager: Dino Piccinelli, Graphic Designers: Moira Bartoloni, Federica Simone, Advertising photographer: Susi Belianska, Product photography: Paul Robb, 3D designer: Naser Imache, Web designer: Barbara Rosso and

IMAGE CREDITS:
Image #1-5 : Salt&Pepper

PATENTS/COPYRIGHTS:
Project © Salt&Pepper Snc

Visit the following page to learn more: http://salt-pepper.it/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Salt & Pepper

PROFILE:
Based in Perugia central Italy, we infuse design and technology with a human element, creating experiences which capture and expand upon our clients’ visions. Over the past 20 years, we have created and developed, integrated solutions, campaigns, and products for a diverse portfolio of brands, both in the private and public sectors, in Italy and internationally. We have developed brands, websites, mobile and tablet apps, events, documentaries, viral films, digital installations, games, retail experiences, social media channels and even found time to produce some advertising.

NOMINATION DETAILS

Astra Make-Up Company Re-Branding by Paul Robb-Salt&pepper is a Nominee in Advertising, Marketing and Communication Design Category.

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AWARD DETAILS

Astra Make-Up Company Re-Branding by Paul Robb-Salt&pepper is Winner in Advertising, Marketing and Communication Design Category, 2018 - 2019.



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