Chioture
Chioture is Chinese brand of decorative cosmetics. It is distributed mostly in the local market and worldwide through Aliex-press and Taobao Mall.
Our task was to define the identity system and single standard of packaging, due to which brand image could be unified. Also we had to make a brand representation appropriate to its target audience.
The main target audience of brand are young carefree girls that enjoy every day of their life and the beauty of the world.
They are full of vitality and energy so everything that is nice and bright resonanse within their hearts. They just begin to use cosmetics for highliting their natural beauty and for giving an essential care to young skin.
Color system of the brand consists of sunrise, blossoming and pastel-sweet shades. It provides a full plunge into the atmosphere of carefree youth.
For new CHIOTURE’s image we’ve chosen neutral sans serif font that balances the brigh energy of graphics.
Thinking about unifying metaphor for two versions of the logo, we made a semantic translation of the three hieroglyphs from which it consits.
As a result, we selected and emphasized the letter “O”, which has a meaning “beautiful”, “excellent”, “the best” and is written as the world “You” in English transcription.
Developed system of identity has given the brand an understandable and vivid language for visual communication with its target audience outside the Intenet.
Now receiving a parcel in the post office or seeing a billboard with a recognizable graphic image in the city, young users of CHIOTURE cosmetics always understand – the brand is appealing to them!
Icons are brand design elements that facilitate the perception of the product and increase its recognizability.
We created a set of pictograms that can be used for additional encoding of product lines and for marking the colour of make-up product.
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