We start with an introductory workshop where all the key players are: the client + our designers + the Content team.

We go deep into everything that NAFIGATE Cosmetics does, what benefits it has for its customers and people inside the company, and we map the biggest pain points. It turns out that all perceived problems are disjointed communication and not very attractive design.

We continue with a workshop on the characters presented to us by Marťa and Lucka from Contentovka. Persona is based on data and research, so we have the perfect foundation to embark on a quest for better campaigns — just as NAFIGATE wanted.

During the workshops, however, we were convinced that even the best ideas would not help campaigns. The design at that time did not allow for much change. We knew there would be no better results. However, timid attempts to discuss the topic of major changes or even redesign were vigorously rejected by the client as too risky.

Therefore, we started designing the first campaign and improving the banners. (as the assignment sounded) At the same time, we worked hard to find the right arguments that would move NAFIGATE from partial improvements to permanent changes.

Problems of NAFIGATE Cosmetics from the perspective of brand, design and communication

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  illegibility of information on products (packaging had too many effects, some were hard to read)

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  unfashionable design (products, promotional materials, web)

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  Too many effects on the boxes made printing unnecessarily expensive

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  the design did not help communicate the main values of the brand, did not cope with any function, could not convey emotions

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  from the introductory workshop we learned that the level of design is also addressed by the customers themselves

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  the creatives we could design were very limited with the original design (so we couldn't really design the campaigns either)

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  the absence of research on the general perception of the brand, which we missed more and more every day

From the beginning, we had accurate information about people and products. But one thing was forgotten — the brand. We had no research in our hands to prove how women understand brand values, what associations they associate with it, and how they perceive key communication arguments.

Fortunately, an advantage has emerged in the form of a research agency Data Frameswhich is close to NAFIGATE. It backfired, and subsequent semi-qualitative research among 101 customers confirmed our hunch.

Arguments without parabens and without perfumes finished only in eighth place. For female customers, it is much more important that NAFIGATE Cosmetics has a visible effect. Also significant for us was the revelation of the top associations with the brand - from fewer wrinkles on the first place to hyaluronic acid on the fourth.

The research confirmed that the owners of NAFIGATE Cosmetics have a really great foundation in their hands, but at the same time revealed that without caring about the brand and design it will soon hit its limits. After many discussions between management and shareholders, we found a consensus: only with a new design and concept do we have a chance to build a competitive beauty lovebrand.

No easy work was expected of us. We perceived a number of barriers that the design of the time placed in front of both customers and business partners.

That's when the time was right for Focus Question. We know that customers who already use NAFIGATE cosmetics will not let it go. Because it just visibly works.

Translated into the specific business objectives of the rebranding, we faced the following tasks:

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  change the previous first impression from a boring to a “cool” experience

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  to acquire loyal customers from new segments for which we were not attractive

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  introduce yourself to big B2B partners as a strong brand with great products and design that will entertain them = become a brand for them that they will want to have in their portfolio
  

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  get big B2B partners who have rejected us so far and make campaigns with them

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  be with a brand that, although small, stands out from the ranks in the strong competition of multinational giants
  

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  prepare the brand for expansion into foreign markets
  

First of all, we need to design a creative concept that will guide us through the redesign, help the brand grow, differentiate ourselves with it and arouse emotions in people. Therefore, we dissect in detail our Focus Question. For a few days, we dive deep into insights, write about 295 statements made by customers about the brand, and build directly on what those who use it and those who create it say about NAFIGATE cosmetics.

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  we want to emphasize lightness and science.

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  we want to show something fascinating and mysterious to look at.

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  We want to show that beauty is a science.
  

In caring cosmetics, it is also very important how it looks and what emotions it conveys. For women it often symbolizes time for themselves, a reward, or a pleasurable ritual.

Watercolor paints penetrating into the water make a fascinating impression. For hovering blobs, as we call our formations, it is not at first glance clear how they arise -- whether by science or from nature. Just like our cosmetics. We continue to fascinate with colors and look for ones that customers will like.

The client team is excited about the concept. But for verification, we need to go to the most important - the customers. Once again, researchers from Datamar join us and help us with pre-tests of designs. First, we test the color scheme and shapes. The original turquoise fell through, purple comes out as the clear winner. After the next iterations, we are testing again — this time with the product designs and the homepage of the site. We're on track. In joint work with Content and the client, we also choose a new claim: Gentle cosmetics.

The new brand NAFIGATE Cosmetics was born. From the ground up we redesigned, designed and tested the new website i e-shop. We also redesigned all boxes, containers and product labels. By the way — after several tests with the customers, we took a step back and started again. Finally, there are new campaigns.

We are warmed that NAFIGATE Cosmetics has not been rejected by any of the B2B partners approached since the rebranding and launch of the new website. The new design is praised by the customers themselves. The client has distinguished itself from others in a fundamental way and increased its competitiveness among world brands. And most importantly, sales are growing. A side effect of the redesign is also savings in packaging production for the client. For one set of product boxes, which last about half a year, we saved CZK 120,000 on production thanks to the clear and powerful visuals and design without printing effects. In a couple of years, it will be a decent package that the growing brand will definitely come in handy elsewhere.