LAF: Magnit beauty product private label reboot
Client:
Client: Magnit is among the largest food retail chains in Russia, leading the market in both store count and geographical reach. The chain uses a multi-format model that includes convenience stores, supermarkets, pharmacies and drogeries.
Industry: Cosmetics, health and beauty
Context: LAF is Magnit's private cosmetic label. Previously, it had been represented in Magnit Kosmetik stores only as skincare products.
Background: The client made a decision to expand their LAF product range and came to us seeking help in rebooting the private label.
Objective: The main objective was to develop new packaging for LAF cosmetic products and launch a private label that would be able to compete against well-known brands in something besides pricing.
What we did: We created the brand's design system that naturally covers over 100 existing SKUs and a creative copyright system for all products in different categories: lips, eyes, eyebrows, face.
Industry: Cosmetics, health and beauty
Context: LAF is Magnit's private cosmetic label. Previously, it had been represented in Magnit Kosmetik stores only as skincare products.
Background: The client made a decision to expand their LAF product range and came to us seeking help in rebooting the private label.
Objective: The main objective was to develop new packaging for LAF cosmetic products and launch a private label that would be able to compete against well-known brands in something besides pricing.
What we did: We created the brand's design system that naturally covers over 100 existing SKUs and a creative copyright system for all products in different categories: lips, eyes, eyebrows, face.
How we did it: We ran the tests and studied the existing brand audience. Going that way, we gained an insight into how the choice of cosmetic products is made today—it’s not just about a pretty box or the right shade of lipstick; it’s about philosophies, celebrities and trends. The client came to us with the name LAF that already existed but was completely meaningless. We made it into an acronym with a new meaning: Love Against Filters as a brand manifesto of sorts that set up a bold and playful tone of unique copyrights we have developed for every SKU in the line.
The brand's main color is pastel green, used in virtually every product category, it broadcasts the brand's philosophy and values. The packaging also uses soft touch materials, making it not only stylish but nice to the touch.
Results: Full reimagining and expansion of the LAF cosmetic line with over 100 SKUs. The brand was rebooted with new meanings, more in line with the audience's demands. LAF was a 2nd tier winner, Best Private Label Award “Beauty & Care” category. The brand was also ranked first in Russia's Best Industrial Design Award, Best Consumer Goods Packaging Design category and second in the Popular Choice category.
The brand's main color is pastel green, used in virtually every product category, it broadcasts the brand's philosophy and values. The packaging also uses soft touch materials, making it not only stylish but nice to the touch.
Results: Full reimagining and expansion of the LAF cosmetic line with over 100 SKUs. The brand was rebooted with new meanings, more in line with the audience's demands. LAF was a 2nd tier winner, Best Private Label Award “Beauty & Care” category. The brand was also ranked first in Russia's Best Industrial Design Award, Best Consumer Goods Packaging Design category and second in the Popular Choice category.
Project team:
Anastasia Tretyakova, Executive Creative Director,
Semyon Shatylo, Creative Director,
Evgenia Struk, Creative Director,
Anna Burlakina, Designer,
Olga Prokhorova, Creative Director,
Galina Evdokimova, Copyright Department Director,
Yana Guseva, Art Director,
Anna Komleva, Designer,
Aleksandr Petukhov, Art Director,
Andrey Anisimov, Art Director,
Olga Mozgovaya, Assistant,
Maksim Kopelyuk, 3D Designer,
Alina Vasilyeva, Designer,
Ekaterina Sushanskaya, Designer,
Artur Borisov, Technical Designer,
Pavel Kryukov, Photographer,
Ksenia Kamyshova, Make-up Artist,
Eleonora Dvornikova, Assistant Make-up Artist,
Evgeny Nikitin, Motion Designer,
Fyodor Pliner, Video Editor,
Konstantin Podgorny, Color Correction,
Venevyeva Novitskaya, Valeria Selivanova, Alina Yustinova, Models,
Irma Zueva, Senior Project Manager
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Svetlana Trubnikova, PR Manager,
Aleksandra Rumanova, PR Manager.
Anastasia Tretyakova, Executive Creative Director,
Semyon Shatylo, Creative Director,
Evgenia Struk, Creative Director,
Anna Burlakina, Designer,
Olga Prokhorova, Creative Director,
Galina Evdokimova, Copyright Department Director,
Yana Guseva, Art Director,
Anna Komleva, Designer,
Aleksandr Petukhov, Art Director,
Andrey Anisimov, Art Director,
Olga Mozgovaya, Assistant,
Maksim Kopelyuk, 3D Designer,
Alina Vasilyeva, Designer,
Ekaterina Sushanskaya, Designer,
Artur Borisov, Technical Designer,
Pavel Kryukov, Photographer,
Ksenia Kamyshova, Make-up Artist,
Eleonora Dvornikova, Assistant Make-up Artist,
Evgeny Nikitin, Motion Designer,
Fyodor Pliner, Video Editor,
Konstantin Podgorny, Color Correction,
Venevyeva Novitskaya, Valeria Selivanova, Alina Yustinova, Models,
Irma Zueva, Senior Project Manager
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Svetlana Trubnikova, PR Manager,
Aleksandra Rumanova, PR Manager.
End Date:
03/01/2024
