The mass-market make-up manufacturer Collection are collaborating with integrated agency e3creative to transform their brand to reflect consumer trends and establish a modern, yet timeless identity. The ongoing project involves extensive user and market research, brand design with concepts carried through to product packaging, point-of-sale displays and advertising campaigns, digital marketing, as well as eCommerce strategies.
Founder of e3creative Jake Welsh said: “ Collaborating with Collection this year has been an ultimately rewarding experience for the entire agency. The strategy places the consumer at the centre, incorporating a series of ongoing focus groups and surveys with target audiences to compile valuable insight, to fuel creativity and validate designs .”
With countless products for face, eyes, lips and nails, Collection is extremely versatile in the cosmetic market. The sheer size of their brand’s offerings was one of the reasons why Collection sought e3creative to refresh their brand image and amalgamate their ranges.
Welsh said: “ All products that Collection encompasses were unified tactfully thorough minimalistic and sophisticated design concepts that will generate greater label recognition and stand out with consumers from a distance, as well as on social media and wider strategic campaigns.
By adopting many of the existing branding elements, this is a natural evolution for Collection and creates a solid foundation to last the test of time.”
With the creative concepts now complete, focus groups are continuing over the next couple of months in order to gain additional feedback from consumers. In due course the new branding will be rolled out to the general public and e3creative will continue to collaborate with Collection on their upcoming eCommerce venture.
