ROSETTE FACE WASH PASTA

Short List
TitleROSETTE FACE WASH PASTA
BrandROSETTE CO.,LTD.
Product / ServiceROSETTE FACE WASH PASTA
CategoryA02. Rebrand / Refresh of an existing Brand
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO PRODUCT'S INC. Tokyo, JAPAN
Production 2 ADSALT Tokyo, JAPAN

Credits

Name Company Position
Takumi Anhelo Sekiya TBWA\HAKUHODO Inc. Creative Director
Takayuki Ichida Hakuhodo Inc. Art Director
Taiki Inoue Hakuhodo Inc. Bussiness Designer
Mio Yuuki ADSALT Inc. Designer
Kanako Nomura ADSALT Inc. Designer
Kumiko Moriwaki ADSALT Inc. Designer
Shinichi Sasaki SIGNO Photographer
Kanako Sato VITA Inc. Retoucher
Kakunosuke Mizusawa Hakuhodo Product's Inc. Producer
Fusae Tachibana freelance Hair Make Up / Stylist
Masayo Koriyama freelance Production Designer
Takuma Saito Hakuhodo Inc. Account Director
Ayumi Nissato Hakuhodo Product's Account Executive
Kana Kawamoto Hakuhodo Product's Account Executive
Maiko Sato Hakuhodo Product's Inc. Account Executive

Background

“Rosette Face Wash Pasta” is the oldest cream-based face wash brand in Japan. It was born in 1929. However, nowadays the brand image is getting too old-fashioned for the younger people. So we took on the challenge of rebranding the products.

Describe the creative idea (40% of vote)

It has been used for 90 years means it has been loved by three generations. And it means that the parent’s wish, “I don’t want my child to have skin troubles like I did”, has been passed down from generation to generation. We tried to add emotional value to the product by translating its long history into the scale of human life.

Describe the execution (40% of vote)

We set three generations as symbolic theme and 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.

List the results (20% of vote)

We have succeeded in reviving 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.