AquaDerma skin care
Projects \ Design
AquaDerma is a new range of skin care products consisting of pure, active ingredients from the ocean. It is the first skin care product line to be sold in Norwegian grocery stores that have been developed in accordance with pharmaceutical requirements.
AquaDerma’s ambitions are straight forward; to make products that are good for you and that are easily accessible.
In Norwegian grocery stores there are no manufacturers of skin care products that meet the strict ingredient requirements of the pharmacies. These requirements demand that the products minimize undesirable or controversial ingredients such as parabens, silicone and alcohol. As such, AquaDerma consists of pure, active ingredients from the ocean.
The category challenge is that many consumers choose to buy their skin care products at specialty stores rather than grocery stores. Therefore, AquaDerma wanted a solution that encourages choosing the AquaDerma series as their preferred skin care product, with pharmacy quality available in the same store they buy their everyday items.
To communicate this to the target audience we needed to find a combination that reflected a strict pharmaceutical expression whilst remaining visually appealing/inviting in the context of to the grocery store environment. The products must therefore be perceived as Nordic quality but with a mild, accessible feel that underpins the natural ingredients from the sea.
A strong resemblance between the individual products in the AquaDerma range was important to demonstrate the clear relation throughout the line. Products in the store are often scattered, making it very important to visually bind them together as a series. The relation in the look of the products also encourage consumers to purchase of the entire series.
The waved stripes enhance the product’s association with water, which is combined with the clean white space - giving the an overall clean, pure appearance. The pharmacy symbol is set in a contrasting color to emphasize the importance of the ingredient requirements, and serves as a sign of superior quality. Three of the products are anti-aging. To clarify this we have given the waved stripes more shine and a deeper blue tone, attracting a more mature audience and giving the products a sense of belonging with the other anti-aging products.