{"id":7724,"date":"2024-11-07T12:21:49","date_gmt":"2024-11-07T12:21:49","guid":{"rendered":"https:\/\/www.studiomazzini.si\/kahne-cosmetics\/"},"modified":"2024-11-27T12:51:23","modified_gmt":"2024-11-27T12:51:23","slug":"kahne-cosmetics","status":"publish","type":"post","link":"https:\/\/www.studiomazzini.si\/en\/kahne-cosmetics\/","title":{"rendered":"Kahne Cosmetics"},"content":{"rendered":"\n
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Kahne Cosmetics<\/strong><\/h1>\n\n\n\n

\u00bbOsre\u010dujemo z u\u010dinki\u00ab<\/p>\n<\/div>\n\n\n\n

Client:<\/strong>Kozmetika Kahne d.o.o., Slovenia<\/p>\n\n\n\n

Year:<\/strong> 2023<\/p>\n\n\n\n

Services:<\/strong> logo design, visual identity, brand strategy, brand design, brand implementation<\/p>\n\n\n\n

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The starting point for the transformation of the Kahne Cosmetics brand<\/strong><\/h2>\n\n\n\n

Kahne Cosmetics<\/strong><\/a> is a well-established Slovenian brand that has been developing high-quality facial cosmetics and skin care products since 1987. Under the leadership of founder and visionary Zdenka Kahne, the company has continuously refined its methods over the decades, based on solid tradition and superior quality, to create products that appeal to users with exceptional care and performance. <\/p>\n\n\n\n

With the emergence of new, contemporary brands targeting younger generations with innovative approaches and sophisticated visual identities, Kahne Cosmetics recognised the need to refresh its own image. The key challenge was how to maintain the brand’s authenticity and reputation, while updating the visual identity to be in harmony with the premium quality of their products and appealing to a younger audience. <\/p>\n\n\n\n

The result of this redesign is a sophisticated visual identity that combines the brand’s rich history with a modern, fresh expression aligned with high product standards.<\/p>\n<\/div>\n\n\n\n

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Figure 1. Initial state of the redesign with the logo and a selection of visual elements of the Kahne Cosmetics brand. <\/strong><\/p>\n<\/div>\n\n\n\n

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The rebranding process<\/strong><\/h2>\n\n\n\n

The starting point for the revamp of the Kozmetika Kahne brand was the transparency and openness of the entire process – from the strategic starting point to the development of the visual identity elements and the final implementation of the solutions in practice. The process was carried out in six phases using the Design Thinking method, which allows for an in-depth and structured approach. (Read more about the development of strategies and the preparation of creative starting points here)<\/strong><\/a><\/p>\n\n\n\n

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Figure 2: A method called Design Thinking with six stages of project development <\/strong><\/p>\n<\/div>\n\n\n\n

The rebranding of the brand identity has gone beyond a simple design refresh of the logo, which is particularly important for specialised consumer products such as cosmetics. Designed with the clear strategic objective of improving business results, the project involved from the outset a redesign of four key identity strands: the labelling and packaging system, the brand promise and the creation of a distinctive image with the target audience. <\/p>\n\n\n\n

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Figure 3: The initial state of the redesign, with a selection of visual identities from competing premium cosmetics brands that Kahne Cosmetics is positioned alongside. <\/strong><\/p>\n<\/div>\n\n\n\n

Understanding and defining the problem<\/h2>\n\n\n\n

The first phase of the redesign process, called Understanding, focused on an in-depth analysis of the complexity of the project. In this context, several workshops were held under the title “Strategy of Kozmetika Kahne d.o.o.”, with the participation of key decision-makers from the company. The outcome of these workshops is a strategy document that includes a definition of the company’s mission, objectives, vision and values, as well as recommendations for a rebranding. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 4: Perception map with comparisons of competing cosmetic brands <\/strong><\/p>\n\n\n\n

The redesign of the cosmetics brand identity included several segments such as the logo, visual identity, brand promise, key messages, packaging and distinctive visual material. All activities are aimed at differentiating the brand in the market and highlighting its unique selling proposition, which ensures clear visibility and competitive advantage. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 5: Comparative analysis of visual associations of competing brands at the start of the project. <\/strong><\/p>\n\n\n\n

In addition to the logo, packaging is also an important part of the revamp of the brand identity of cosmetic products. Packaging often takes on the role of a brand’s central marker, so designing distinctive and recognisable packaging is key to the success of a rebrand. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 6: Comparative analysis of the packaging of Kahne Cosmetics and competing brands at the start of the project. <\/strong><\/p>\n\n\n\n

Ideation and prototyping<\/h2>\n\n\n\n

In the ideation phase, three different renovation concepts were developed in response to the conclusions of the first phase, named Whiteness, French Charm and Mediterranean.<\/p>\n\n\n\n

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Figure 7: Three selected visual concepts <\/strong><\/p>\n\n\n\n

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Figure 8. Conceptual design of the logos <\/strong><\/p>\n\n\n\n

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Figure 9: The basic principle of the packaging design was to rationalise and organise the information on the packaging in line with the concept and trends (Left: old packaging, right: conceptual proposal for the new packaging). <\/strong><\/p>\n\n\n\n

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Figure 10: Packaging proposal according to the third concept, Mediteran (Left: old packaging, centre: competing packaging, right: conceptual proposal for new packaging). <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 11: Selected concepts before the final decision on the preferred choice <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Testing, concept selection and logo finalisation<\/strong><\/h2>\n\n\n\n

In the process of testing various conceptual solutions, the Whiteness concept proved to be the most consistent with the objectives of the renovation, with additional design and typographic adjustments. The typography initially chosen proved to be inadequate in the initial stages of development, both in terms of meaning and structure. Therefore, Codec Pro was chosen as the typography that best reflected the objectives of the renovation, while adapting the letters and optimising the spaces between the letters. <\/p>\n\n\n\n

Codec Pro’s typography proves to be calm, simple and readable, while at the same time having a character that makes the brand recognisable and distinctive. The added symbol further emphasises the identity of the logo and contributes to its memorability. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 12. Development and modifications of the selected version of the Kahne logo. <\/strong><\/p>\n\n\n\n

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Figure 13: Optical adjustments to the letter K by correcting the space between the two arms of the letter K to achieve a greater correspondence between the letter K and the letter A, and thus greater consistency of the logo. <\/strong><\/p>\n<\/div>\n\n\n\n

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Figure 14: The symbol of a stylised four-feathered clover semantically enhances the chosen slogan “We make things happy with effects”. <\/strong><\/p>\n<\/div>\n\n\n\n

Implementation and evaluation<\/h2>\n\n\n\n

In the final phase of the project, the chosen graphic solution for the logo became the basis for the design of the key elements of the visual identity. In addition to the logo, the basic colour elements, the colour system for marking the individual product lines, the selection of primary and secondary typography and the typographic style were also determined. <\/p>\n\n\n\n

The implementation of the renewed visual identity took place on three levels:<\/p>\n\n\n\n

a) Unification of printed and other visual identification material <\/strong>– design of business cards, letters, invoices and other material, including the creation of a visual identity manual (corporate identity).<\/p>\n\n\n\n

b) Conceiving and designing the redesigned packaging<\/strong> – developing new packaging solutions for each product category, including all necessary packaging units.<\/p>\n\n\n\n

c) Design and creation of promotional material <\/strong>– preparation of standard advertisements and other promotional material.<\/p>\n\n\n\n

The implementation of the visual identity has been in line with the project objectives and the evaluation of the renewed identity is still ongoing.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Figure 15: Visual Identity Manual (VIM) with examples of use. <\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Figure 17: Example of typical advertisements using a colour system to help differentiate between product groups. <\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Figure 18: Redesigned Kahne Cosmetics packaging. <\/strong><\/p>\n\n\n\n

Conclusion<\/h2>\n\n\n\n

The Kahne Kozmetika visual identity redesign project ran from November 2022 to June 2023, when the redesign of the main packaging elements was successfully completed. The results of the project fully achieved the set objectives and, in particular, the redesigned packaging helped to increase the brand’s visibility and recognition on the shelves. <\/p>\n\n\n\n

Participating team:Creative Direction.<\/strong> Matja\u017e Mazzini Conduct of strategy workshops and preparation of the strategy<\/strong>: dr. Dario Berginc, dr. Miro KlineLogo and packaging design:<\/strong> Aneja Kumar, mag. in Tina Ocvirk Photo<\/strong>: Andrej Marseti\u010d<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Kahne Cosmetics \u00bbOsre\u010dujemo z u\u010dinki\u00ab Client:Kozmetika Kahne d.o.o., Slovenia Year: 2023 Services: logo design, visual identity, brand strategy, brand design, […]<\/p>\n","protected":false},"author":1,"featured_media":6831,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[22],"tags":[],"class_list":["post-7724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"uagb_featured_image_src":{"full":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"thumbnail":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3-150x150.webp",150,150,true],"medium":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3-300x300.webp",300,300,true],"medium_large":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3-768x765.webp",768,765,true],"large":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3-1024x1020.webp",1024,1020,true],"gs-tiny":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",50,50,false],"xl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"xxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"xxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"xxxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"xxxxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"1536x1536":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false],"2048x2048":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2024\/11\/IMG_0968-Edit-3.webp",1200,1195,false]},"uagb_author_info":{"display_name":"W3bStudio","author_link":"https:\/\/www.studiomazzini.si\/en\/author\/w3bstudio\/"},"uagb_comment_info":0,"uagb_excerpt":"Kahne Cosmetics \u00bbOsre\u010dujemo z u\u010dinki\u00ab Client:Kozmetika Kahne d.o.o., Slovenia Year: 2023 Services: logo design, visual identity, brand strategy, brand design, […]","_links":{"self":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts\/7724","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/comments?post=7724"}],"version-history":[{"count":0,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts\/7724\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/media\/6831"}],"wp:attachment":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/media?parent=7724"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/categories?post=7724"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/tags?post=7724"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}