JOWAE

Support the Alès Group in the creation of a new natural face and body care brand for the pharmacy channel.

An integrated process of exploration, conceptualisation and consumer research, leading to a winning final concept, where French phytocosmetic research meets Korean pharmacopoeia.

Our mission ended building all the brand assets, to convey the dermo-effective and natural dimension of the range, through a sensitive yet mastered depiction of Korean medicinal plants. While communicating the brand’s dual nationality through a hybrid identity, combining Western and Korean characters.

Since then, Jowae has secured a solid, long-term position in the clean beauty landscape in France and Italy.

An iterative approach including a semiotic map of the natural beauty market and a consumer learning plan incorporating a concept lab and design lab to inform the choice of a winning positioning and packaging design.