CWK-SCS Design & Branding FORMULA FIORINA by Krieg Schlupp

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Industry Cosmetics & beauty products, Makeup
Media Design & Branding
Market Switzerland
Agency Krieg Schlupp
Creative Director Uwe Schlupp
Art Director Anita Kummer
Copywriter Nina-Britt Rauer
Client Service Director Marco Serratore
Photographer Annette Fischer
Typographer Brigitte Morgen
Illustrator Svenja Plaas
Released November 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: CWK-SCS
Date of First Appearance: Nov 1 2010
Creative Director: Uwe Schlupp (KSB Krieg Schlupp Bürge)
Copywriter: Nina-Britt Rauer (KSB Krieg Schlupp Bürge)
Art Director: Anita Kummer (KSB Krieg Schlupp Bürge)
Typographer: Brigitte Morgen (KSB Krieg Schlupp Bürge)
Photographer: Annette Fischer
Illustrator: Svenja Plaas
Client Service Director: Marco Serratore (KSB Krieg Schlupp Bürge)
Media placement: Packaging design 11 products, exhibition design, POS, - exhibitions,website etc. - December 2010

Describe the brief from the client
The client, CWK-SCS, developed a range of certified natural cosmetics, manufactured using Swiss Alpine flower extracts (e.g. eyebright, violets, gentian and wild roses) combined with modern, highly effective ingredients.

The agency was commissioned to develop the entire communication package, from the brand naming, through logo and packaging design, right up to the POS and classical advertising, both offline and online.

Describe the challenges and key objectives
- To find both a brand name and a design that are not only natural and Swiss, but also have a modern and cosmetics-related appearance.

- To credibly interpret the naturalness and “Swissness” in a modern manner.

In short: to create an authentic and aesthetic image.

Describe how you arrived at the final design
With the name “formula fiorina”, the symbiosis between the unique effective combination of ingredients (formula) and the reference to the Alpine flower extracts (fiorina) is cleverly and, more importantly, intelligibly interpreted.

The puristic and aesthetic packaging design effectively and stylishly translates the claim of “The power of the Alpine flowers”. The creative implementation of the brand strategy fully targets its authenticity – the Alpine flowers were photographed during their natural flowering period for the campaign. The packaging for each individual product displays small images of only those Alpine flowers included in that particular cosmetic product.

Give some indication of how successful the outcome was in the market
The communication package helped the client to start international distribution. XX retailers in both Germany and Switzerland have already added formula fiorina to their range.