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.