_detail

Art direction & Design : Hyder Wong

Photo : Hyder Wong


Client : Only Mua 蒽丽慕



ONLY-MUA Monroe Lipstick


ONLY-MUA is Ningbo Yushi company's brand, in the country has more than 200 outlets, product line is rich, the company philosophy is through beauty products to create a better life.

This design is different from the past, the product design is in the design of the purchase of reasons, to consider the things more diversified, is a three-dimensional thinking mode, need to take into account a lot of things to achieve a balance point. The design of the landing link in this design is the most critical, need to carefully understand the supply chain factory a variety of processes and technologies to choose the best way to make the stage of the best products.

In order to the characteristics of Monroe with this paragraph lipstick brand concept through the formal language together, so t

hat their design lipstick and other brands to differentiate in order to faster open the lipstick products in the high-end market, we have done a lot of programs.
Good design is designed to better solve problems. In the process of design, according to the demand point of view of the product floor to deal with a variety of problems to try a variety of programs, subtraction or addition is a way to deal with specific problems, the design of the ultimate goal is to achieve a balance. Therefore, in this design, we put ourselves two questions.

We also learned that the big brand behind the brand culture to do support, luxury brand lipstick consumer groups are aware of the brand, the product grade has a certain pursuit, there is a certain cultural level and economic basis of such people, such people , The quality of the product may not be the first element of their purchase, more importantly, is the product brought about by the brand attached emotional value. Therefore, focus on the brand itself embodies the design of the corresponding LOGO style, to find their own product image has become particularly important.
At the same time, we also conducted a survey of most domestic consumers and found that most of the domestic consumers in the selection of lipstick is more concerned about the makeup of the color, durability, packaging luxury exquisite and cost-effective.
first question,
How to achieve through the design of brand characteristics to achieve brand differentiation
The second question is what we can do through their own design, such as how to design through the formation of brand characteristics to achieve brand differentiation. To this end, we based on this paragraph lipstick's own brand image and Marilyn Monroe's commercial elements of the lipstick of the various elements were analyzed.
Think of Monroe's commercial elements, we immediately thought she was American, while the film industry and Broadway were an image representative of American business.
So, we through the elements of the narrative expression of the narrative to the overall unity of the tone so that a strong visual atmosphere presented, so as to achieve more effects and retinal effects to bring back the desire of consumers to buy.

ONLY-MUA是宁波尤色丽公司的品牌,在全国拥有200多家网点,产品线丰富,公司理念是通过美妆产品来创造更好的生活。
这次的设计与以往不同的是,产品设计是在设计购买理由,所要考虑的事情更加多元化,是一种立体的思维模式,需要兼顾很多事来达到一个平衡点。而设计落地环节在本次设计中是最为关键的,需要细致的了解供应链工厂的各种工艺和技术才能选择最优方式方法做出阶段性最优产品。
为了把梦露的特性跟本款口红的品牌理念通过形式语言结合到一起,使自己设计的口红与其他品牌形成差异化,以便更快的打开口红产品的中高端市场,我们做了很多方案。


好的设计旨在更好的解决问题。在设计的过程中,根据需求点兼顾产品落地应对各种问题进行多种方案尝试,做减法或加法都是一种处理具体问题的方式,设计的最终目的都是达到一种平衡。因此,在本次设计中,我们给自己提出了两个问题。

我们也了解到,大牌产品背后有品牌文化做支撑,奢侈品牌口红的消费群体是对品牌有一定了解,对产品档次有一定追求,有一定文化层次和经济基础的这类人,对这类人而言,产品的质量或许不是他们购买的第一要素,更为重要的,是产品所带来的品牌附加情感价值。因此,专注品牌形象的本身体现,设计对应LOGO的风格,找到属于自己的产品形象变得尤为重要。

同时,我们也对国内的大部分消费者做了调研,发现大部分的国内消费者在挑选口红时更关注的是上妆的色泽、持久度、包装的奢华精致感和性价比。
第一个问题, 如何通过设计形成品牌特色来实现品牌差异性
第二个问题,则是我们可以通过自己的设计做些什么,比如如何通过设计形成品牌特色来实现品牌差异性。为此,我们根据此款口红的自有品牌形象和玛丽莲・梦露的可商业化元素对口红的各个元素进行了分析。

想到梦露的可商业化元素,我们马上想到了她是美国人,而电影业和Broadway是美国商业的一个形象代表。
于是,我们通过对这个元素进行故事性的叙述表达,以整体统一的调性使之以强烈的视觉氛围呈现,从而达到多看效应和视网膜效应来勾起消费者的购买欲望。