Agua De Cheiro: LINHA HOMEM

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: ÁGUA DE CHEIRO

Product/Service: LINHA HOMEM COLLECTION

Agency: HARDY DESIGN

Date of First Appearance: Nov 10 2010

Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL

Creative Director: Mariana Hardy (Hardy Design)

Designer: Rodrigo Marchezine (Hardy Design)

Finishing Designer: Lucas Souza (Hardy Design)

Account Director: Cynthia Gambogi Massote (Hardy Design)

Account Manager: Marina Lacerda (Hardy Design)

Media placement: Cosmetic Line Packaging - Brazil - 1 November 2010



Describe the brief from the client

Água de Cheiro is a Brazilian cosmetic manufacturer with 700 points of sale, meeting the need for mass production of beauty products among emerging classes, without neglecting the aspect of aspirations.



Redesign the company’s men product line.



Describe the challenges and key objectives



The first identity was created in the nineties. It had a strong presence due to black, that had to be kept.



Describe how you arrived at the final design

We kept black, which was the original colour of the line. Combination with red is classic and always contemporary.



We reinforced the capital letter H, that in Portuguese is the first letter for men ("homem" ). Fonts and the letter H inspired the creation of orthogonal lines which make the products stand out and bring results at the point of sale.



Give some indication of how successful the outcome was in the market

Sales increased after relaunch. The cologne was the novelty that pushed the entire collection as a big sales hit during last Christmas time.