Papillon
A COLORFUL VISION FOR BEAUTY
Brand development
As a newcomer to the dynamic and highly competitive cosmetics market, my client envisioned launching a retail chain complemented by a product line—a vision aimed at making a significant market impact. They sought to establish a new brand that would embody their marketing strategy and business aspirations. My role spanned the entire branding spectrum, from its name and signature to its style and comprehensive visual identity system, sculpting the brand’s essence, shaping its cohesive corporate image.
The name Papillon, symbolizing femininity and positive transformation, was defined to reflect a metamorphosis into a colorful, beautiful, and delicate symbol that resonates deeply with the cosmetic brand’s target audience.
The diversity of butterflies, in terms of color and species, allows the brand to be ever-changing and adaptable to new opportunities, and from a customer’s perspective, it empowers women to celebrate their individual beauty.
The use of a French noun leverages the phonaesthetics and euphony of the language and also evokes associations with France and Paris, known as a global fashion hub and the epicenter of art and architecture, reinforcing Papillon’s association with elegance and sophistication.
With the brand name established, I crafted a vivid and versatile brand mark that encapsulates elegance and sophistication, symbolizing the brand’s core values and aspirations.
Our creative strategy was tailored to address the skincare and color cosmetics category’s demands for occasions-based and needs-based communication, carefully fostering brand attributes with which modern women can identify. The brand’s visual narrative champions gentle care for the strong, modern woman—highlighting femininity and confidence.
Designed for distinctiveness and launch recognition, the brand logo served as a cornerstone of visual communication and visual vehicle for delivering care and nurture, emphasizing sophistication and visibility.
In the visual system, primary and secondary colors were strategically employed to add depth, signify and differentiate product types, ensuring instant product recognition. This approach extended to the store layout, where color-coded sections facilitated easy navigation and brand coherence.
I led the entire project, from integrating the product marketing strategy to executing the creative strategy. This included brand naming, identity, and logo design; crafting design proposals; creating and presenting solutions to the client; and finalizing the design and marketing materials.
