Divage is a leading Russian cosmetics company that was looking to unleash its glamour and take on Western competitors such as Bourjois and Rimmel.
Our research revealed that Divage’s consumers were modern-day Cinderellas: they dreamed of a fabulous life filled with travel and the latest Western brands. They identified strongly with the look and lifestyle associated with their favourite beauty and fashion brands.
The brand’s personality – sexy, sassy and smart – is dramatically brought to life in our new identity scheme. We went for a bold, clean palette of black and pink with a gold accent. We also created a new Euro-trending strapline: “Voilá”. We developed new packaging across the range and merchandising ideas that ensured the product enjoyed star status on-shelf.
WHAT WE DID
Brand identity, packaging design, merchandising & POS language.