neue Farbe – brand design

https://antongolev.com/en/cases/neuefarbe

Creation of the neue Farbe brand - an Austrian premium cosmetics start-up.

In parallel with extensive laboratory research and scientific work, we studied the target audience and conducted in-depth interviews with the founders of the project. This helped us understand the market more quickly and identify the weaknesses of niche competitors.

Potential purchasers of problem skin care products rely more on an emotional component when making a choice. People are often embarrassed about their imperfections, so we decided to establish a trusting connection with the consumer through inclusive design.

Once we understood the niche and market segment, we developed the idea of Neue Farbe in the choice of palettes for the company’s identity.

Each packaging element is typographically oriented and emphasises the importance of the product information.