REX Design develops LUX soaps Global visual identity
11 March 2009 | By Popsop Team
REX Design, based in Sao Paulo/Brazil, created the new Global identity of LUX soaps brand, from Unilever.
Being partner of the company for the last ten years, the agency was hired to create a design system that would globally establish the LUX brand, unifying its packaging design in more than a hundred countries in which the brand plays.
In terms of product, the great novelty was the launch of a new Soft Skin platform. Bar and liquid soaps that have whipped cream as their basic ingredient, always mixed with another “culinary” item such as strawberry and macadamia.
In order to create innovative packs inside beauty soap category and also integrated to the new LUX Global visual identity, REX mixed the culinary and cosmetic universes.
“We have found in this mixture a way to create an inspiring and attractive layout. The main ingredient (whipped cream) is not portrayed in its usual culinary look, but with its potential to arouse the other senses: the fluidity of its consistency and smoothness of its texture. The complementary ingredients appear out of focus, on a separate plan.”, comments Gustavo Piqueira, one of REX Design partners and Creative Director of the project.
To integrate even more the packaging design, different back panels elements were also created: each LUX Soft Skin variant got its own icon – a woman silhouette, full of attitude and feminineness, representing the specific concept of each product. According to Piqueira, not even the bar code went unchanged. Respecting all technical requirements, the monotonous white square was transformed into a ludic object: a delightful bathtub.
About REX Design:
In 12 years of activity, REX Design is one of the biggest agencies of Design in Brazil.
With national and international performance, recently it started to take care of diverse global brands from Unilever in London, the agency develops packing designs, prints, promotional materials, visual identity guide lines and videos for important brands, such as: Kibon, Knorr, OMO, LUX, Silk, Dove, AXE, Kaiser, Bavaria, Philadelphia and Hershey’s.
The agency, being the most awarded in the history of the Biennial Graphical Design in Brazil, also is recognized for its creativity.
Popsop.com
Tags: food, household detergents, LUX, personal care, soap, Unilever
