Rosette Face Wash Pasta: Rosette Face Wash Pasta, 1

Credits & Description:

Title of Entry: Rosette Face Wash Pasta
Client: ROSETTE Co.,Ltd.
Brand: Rosette Face Wash Pasta
Product/Service: Rosette Face Wash Pasta
Entrant Company: Hakuhodo Inc.
Creative Agency: Hakuhodo Inc.
Creative Director: Takumi Anhelo Sekiya
Art Director: Takayuki Ichida
Designer: Mio Yuuki, Kanako Nomura
Designer: Kumiko Moriwaki
Copywriter: Taiki Inoue
Account Executive: Takuma Saito
Account Manager: Ayumi Nissato, Kana Kawamoto, Maiko Sato
Date of Release: 2019-04-15
Photographer: Shinichi Sasaki
Notes: - BRIEF
"Rosette Face Wash Pasta" is the oldest cream-based face wash brand in Japan. It was born in 1929 and has been loved for 3 generations. However, nowadays the brand image is getting too old-fashioned for the younger people. So we took on the challenge of rebranding the products.
- IDEA
We used the rose frame that has remained on the package for 90 years to signify that the products have been passed down from parents to children. We turned it into a modern visual identity without damaging brand equity that has long history. The design was used across all media including posters, website, social media, events, and other promotional materials.
- RESULT
We have succeeded in creating a brand image that has new yet nostalgic feelings. And that helped to change the brand perception from “old-fashioned” to “reliable and warm-hearted”. The sales channels have been expanded and now include many drugstores and variety shops as the rebranded products have become popular with younger generations.
Other Credits: Kanako Sato, Kakunosuke Mizusawa, Fusae Tachibana, Masayo Koriyama