18: CRAFT (Craft Campaign (any media))

Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG
Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG
Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG
Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG
Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG
Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta JPG

Rosette Face Wash Pasta - Rosette Face Wash Pasta
Rosette Face Wash Pasta

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Rosette Face Wash Pasta - Rosette Face Wash Pasta - Rosette Face Wash Pasta

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Title of Entry: Rosette Face Wash Pasta
Brand: Rosette Face Wash Pasta
Product/Service: Rosette Face Wash Pasta
Client: ROSETTE Co.,Ltd.
Entrant Company: Hakuhodo Inc.
Creative Agency: Hakuhodo Inc.
Craft Leader(s): Takayuki Ichida
Creative Director: Takumi Anhelo Sekiya
Art Director: Takayuki Ichida
Copywriter: Taiki Inoue
Account Executive: Takuma Saito
Sector: 45054
Account Manager: Ayumi Nissato, Kana Kawamoto, Maiko Sato
Production Company: Hakuhodo Inc.
Producer: Kakunosuke Mizusawa
Date of Release: 2019-04-15
Notes: - BRIEF "Rosette Face Wash Pasta" is the oldest cream-based face wash brand in Japan. It was born in 1929 and has been loved for 3 generations. However, nowadays the brand image is getting too old-fashioned for the younger people. So we took on the challenge of rebranding the products. - IDEA We used the rose frame that has remained on the package for 90 years to signify that the products have been passed down from parents to children. We turned it into a modern visual identity without damaging brand equity that has long history. The design was used across all media including posters, website, social media, events, and other promotional materials. - RESULT We have succeeded in creating a brand image that has new yet nostalgic feelings. And that helped to change the brand perception from “old-fashioned” to “reliable and warm-hearted”. The sales channels have been expanded and now include many drugstores and variety shops as the rebranded products have become popular with younger generations.
URL Link (optional): https://pasta.rosette.jp/
Other Credits: Mio Yuuki, Kanako Nomura, Kumiko Moriwaki, Shinichi Sasaki, Kanako Sato, Fusae Tachibana, Masayo Koriyama