The France-based Lirikos line is based on luxury, but with a distinct focus on natural-based formulation that was first launched on to the European market but has since evolved with a distinctly South Korean consumer base.
South Korea is one of the fastest-paced and most innovative cosmetic and personal care markets in the world, with many consumers reaching out for high end European and North American brands, particularly for skin care.
Fresher, more innovative feel for the brand
The Marine Hyrdro first hit the European market in 1990 and has built a loyal consumer base, but is now facing increasing competition in the ultra competitive prestige skin care market.
Lirikos brand developers say that the reason for the re-branding and new packaging design came about because of the stiff competition, which bought about a need for a fresher, dynamic and more innovative feel to the design in an effort to increase efforts to grow its market share.
According to the QSLD team, which is led by CEO Christophe Guichard, the design challenge was: “to combine energy and delicacy with a line of natural products findings its roots in the French know-how”.
All about the aqua blue
In the design briefing, the Lirikos team stated it wanted to refresh its logo by giving deptha and shades to its distinctive and signature aqua blue logo, with the same shade of blue to serve as the accent colour for the packaging.
QSLD says its approach to the design challenge was to grasp the core value of the product by utilising a rich textured material, contrasted by a more sober graphic design, while volume is developed by using frosted glass.
This is the third collaborative project for the design team with Lirikos and the two companies say the redesign of the Marine Hydro packaging was largely inspired by the work they did to develop new packaging for the Sun and Whitening line.