CLAROBENZ+ is an OTC skincare medication brand. The main product is a medicated wipe with 4% benzoyl peroxide. The wipes are single-use and portable; ideal for the active, on-the-go life of an adult professional. Their goal is to dominate the acne medication market specifically for U.S. Latinos and African Americans. The product will be available in both Target's and Walgreens' in the Phoenix Metropolitan Area.
Research shows that Latinos, African Americans, and Asians indicate acne is one of their top skin concerns. With less options in the store for darker skin tones, CLAROBENZ+ will fill the market for tailored and inclusive skin care.
Identity
Packaging Design
Art Direction
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Blender
According to a study done by Coresight Research, for non-white shoppers, “luxury and a sense of belonging over-index.” With this design, I wanted to bring the feeling of luxury brands to a drugstore market.
Very clean and minimal, the logo allows other elements of the brand to shine, such as the packaging and copy. The gradient motif on the packaging is influenced by the serape. Often used to protect from weather, the same motif is used here to protect the skin.
In order to stand out on the shelves, blue tones were avoided, and earthier, warmer tones were embraced.
Using a play on words, the tagline for ClaroBenz+ became "The Obvious Choice." Carrying that into the campaigns, ads were created that were minimal, but showcased the product and its' availability.
Other ads were focused on the context of product, and different situations the consumer would find themselves in. Before an interview, or stuck in traffic, ClaroBenz+ is the obvious choice in your brief moments of stillness.
I'm flattered! You must really think I'm special.
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