Astra Make-Up (Company Re-Branding) by Paul Robb
2018 - 2019, Golden A' Advertising, Marketing and Communication Design Award Winner
Astra Make-Up is an Italian consumer brand, that aspires to become the essential ally of every woman. The brand desires to express the consumer’s personality, wanting to express their inner creativity, emphasizing their charm. Dynamic, free, brave, and impulsive is the woman that the new brand Astra make-up represents through a simple and fresh identity that is both elegant and recognizable on the new packaging design. The claim, Be You was created to express and accompany the brand.
The power of the brand lies not only in its ability and vision, but also in communication. An easy to use catalogue filled with strong product photography; an consumer orientated and appealing website that provides on-line services and an overview of the brands products. We also developed a visual language in the representation of the brand sensation with a fashion style of photography and a line of fresh communication in social media, establish a dialogue between the company and consumer.
Design Challenges
The most challenging part of the process was changing the internal perceptions from a B2B marketing campaign to a strategy of a customer-centric branding. The new brand needed to appeal to a wider costumer base and new and challenging markets through a new way to represent the products and to correct their brand reputation.
Production Technology
To strengthen Astra’s new brand identity, Salt & Pepper has designed a new font to be used throughout the communication: POS, catalogue, folders and website. The other main objective of Astra rebranding was to raise the quality perception of the products by raising the quality of photography, both still life and portrait.
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