Well-known for its innovative products and proven efficacy, Bio-essence offers a diverse range of high quality products based on a deep understanding of Asian beauty traditions. Whilst brand loyalists viewed the brand as a trustworthy provider of skincare solutions, lapsed and non-users were failing to understand what the brand truly stood for. It needed to reclaim its premium positioning with a new identity that appealed to a young, more modern audience.
bluemarlin was tasked with developing a creative idea that would bring to life Bio-essence’s uniqueness, simplifying brand architecture and developing a new identity and packaging, supported by guidelines, to provide direction for future product launches and campaigns.
The new designs embrace Bio-essence’s relentless commitment to scientific innovation, its promise of healthier, more radiant skin, and its message of transformational empowerment. The scope of bluemarlin’s brief saw the re-launch of six ranges of Bio-essence cosmetics, from Malaysia up to China.
“The new brand mark consists of two intersecting circles, representing the holistic interconnection of ‘bio’ (science) and ‘essence’ (beauty), activated by the brand’s proprietary technology, Bio-energy Complex.”
a word from our studio
“Bio-essence is now a brand that lives and breathes a strong core idea. In the hugely competitive and congested category of beauty and skincare, the Bio-essence portfolio now sets a new standard. Beyond packaging, the renewed positioning and design system give the brand licence to powerfully express itself across all touch-points in a consistent, compelling and confident way.”
David Hodgson, bluemarlin Founder and Executive Creative Director