Objective:To develop the packaging design identity for the Global launch of the new LUX Soft Skin platform.Client Considerations:- To detach the main product ingredients: the whipped cream, as the basic ingredient, always mixed with another “culinary” item such as strawberry and macadamia.- To harmonize the design with the new Global visual identity of the brand (also developed by REX and aligned in more than a hundred countries where the brand plays).- To make the new Soft Skin platform visual system stand out, not only within the LUX range, but also within the whole beauty soap category.

We depart from a main question: How to create a design for a personal hygiene product from “edible” ingredients?Inspired by the Cosmetic universe, we highlighted the product ingredients in a form that is mostly abstract and sensorial. The whipped cream is not portrayed in its usual culinary look, but with its potential to arouse the other senses: the fluidity of its consistency and smoothness of its texture. The complementary ingredients appear out of focus, on a separate plan.

All of that, aligned with the Global new system of the brand: logo position, background and reading priorities.

We came up with a design that integrated to the new Global brand identity, yet acquired its own “personality”, allowing the identification of the unique platform, also different from competitors.The Soft Skin new Global visual has taken dimensions bigger than we could imagine: the ludic icons created for the packaging back panel - a woman silhouette, full of attitude and feminineness, representing each variant specific concept -, for example, were also utilized as an activation material at the point of sale, creating - at the same time - a unique and multiple system of communication.