Our client SK-II is a luxury skincare brand in Asia, where skin care is serious business.
Since 2017, we’ve been working with SK-II to rip up the social rule book with two limited-edition packaging campaigns that support the 'Change Destiny' platform.
After the success of our packaging drop, how could we drive the conversation around female empowerment forward at a competitive time of year - Christmas?
Our answer came in recruiting Karan Singh, a bold and progressive illustrator who looks at the world through a different lens.
Karan’s unique approach to design blends pattern and dimension in order to create iconic, playful and youthful illustrations that capture the hearts and minds of our audience.
And, having spent a period of time working in Tokyo, we knew Karan would bring unique insights that would help captivate the Asian market.
To make an impact at Christmas, and drive further recruitment to the brand, we needed to go big.
We developed a strong graphic language, featuring bold, bright patterns, colourful geometry, high energy and optical depth.
Taking inspiration from the meticulous attention to detail celebrated throughout Japanese culture, Karan’s designs communicate simplicity, precision and modesty.
The pattern was applied to three different bottle colours - red, pink and purple, each with a secondary carton.
The end result is a fun, bold and unapologetic pack that captures youth culture, whilst earning maximum stand-out on shelf.
The bottle designs evolved beyond the pack, being used across secondary gift packaging and sitting proudly across the social feeds of influencers who carry the same style and values as the #ChangeDestiny campaign.
The packaging was further heroed in two TV campaigns starring Chloe Moritz and Chinese superstar Leah Dou, a pop-up activation in Tokyo, a specially designed AR app and amplified across the social feeds of SK-II and consumers using the hashtag #PiteraWonderland.
The bottles have been used as a piece of cultural anthropology, embraced by consumers as their way to drive meaningful change.