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Client
BIOK Laboratorija
Project

/kili•g/ cosmetics

Task & situation

BIOK Laboratorija has been developing natural, innovative beauty and personal care products for almost 30 years. Today, it’s the largest and the fastest-growing manufacturer of cosmetics in Lithuania, which brings together experts in biology, chemistry, odontology, dermatology and cosmetics.

After achieving the set goals in Lithuania, the company has a vision to become recognised globally. A brave step into the worldwide market requires bold solutions, of course. BIOK Laboratorija has decided to unite its three brands of cosmetics for separate consumer groups and create a single, new, umbrella brand called /kili•g/.

Kilig is a new word that’s included in the Oxford English dictionary. It originates from the Filipino language, and refers to a pleasant emotional experience – butterflies in one’s stomach.

The challenge for the agency was to come up with an unconventional identity for a mainstream brand. The actual task was to create the logo, develop an identity, a design concept, and packaging design for different lines of products for men, women, and anyone with sensitive skin. Visual solutions had to reflect the values of the brand, qualities of the product; they had to stand out on the shelves as well as save the time users would spend selecting them.

Solutions

Emotional experiences became the essential element when developing the visual identity of the brand. Playful and emotional packaging ties in with the brand name, however each product line uses visual language that the user is familiar with: men find it important to see the function clearly, while women tend to be attracted more to an emotional message, whereas owners of sensitive skin will definitely notice packaging that looks medical.

The WOMAN line. Lots of flirting – playful messages reflect the product’s function, but does that in a subtle way. A playful colour scheme also creates the impression of the right emotions. And we’ve thoroughly selected the printing materials – soft touch surfaces and shining details.

The MAN line. Standing out among competitors is easier when you’re not dealing with yet another “manly-sporty” design. Instead, we’ve allowed the products to mirror contemporary trends, which focus not on a stereotypical but a loving, emotional, and dreaming man. 

 The DERMA line. These products are like medicine on a cosmetics shelf, sending a clear message – they solve the problems of sensitive skin. Designed for both men and women like the products themselves, the look is laconic, crisp clean, although not boring at all, even playful in a subtle way.

Copywriting

Kotryna Lingienė

Product Photo

PackShot Studio

Solutions

Emotional experiences became the essential element when developing the visual identity of the brand. Playful and emotional packaging ties in with the brand name, however each product line uses visual language that the user is familiar with: men find it important to see the function clearly, while women tend to be attracted more to an emotional message, whereas owners of sensitive skin will definitely notice packaging that looks medical.

The WOMAN line. Lots of flirting – playful messages reflect the product’s function, but does that in a subtle way. A playful colour scheme also creates the impression of the right emotions. And we’ve thoroughly selected the printing materials – soft touch surfaces and shining details.

The MAN line. Standing out among competitors is easier when you’re not dealing with yet another “manly-sporty” design. Instead, we’ve allowed the products to mirror contemporary trends, which focus not on a stereotypical but a loving, emotional, and dreaming man. 

 The DERMA line. These products are like medicine on a cosmetics shelf, sending a clear message – they solve the problems of sensitive skin. Designed for both men and women like the products themselves, the look is laconic, crisp clean, although not boring at all, even playful in a subtle way.

Copywriting

Kotryna Lingienė

Product Photo

PackShot Studio