Starting Point: Proceanis is a small Hamburg business which manufactures products that improve the body’s ability to retain water. Their “Hyaluron Drink” was a pioneering product in 2012 – the world’s first beauty drink using hyaluronic acid. By utilising a molecule produced by the body – hyaluronic acid – the product improves water retention in the body’s cells, leading to a firmer and a more radiant complexion.
The Audience: The product aims at the classic global Beauty and Skincare Market. It’s German-made quality promise is very popular in Asia in Europe but also Asia
The Task: It has been eight years since the Hyaluron Drink first came out and now everyone is speaking about hyaluronic acid. With a multitude of competitors entering the scene and a whole new market, it became necessary to reposition “the original” beauty drink. The old look was out of fashion and did not represent the claim the product has on itself and its customers. It was the right time to think new and different.
The Implementation: Marius Fahrner Design did the whole rebranding starting with the definition of the new brand core for the umbrella brand. The element of water lies at the core of the new presentation: pure, clean, archaic, and mystical.
The completely redesigned appearance is inspired by two poles: science and nature – visually transformed in contrast like light and dark, smooth and rough, shiny and matt.
The packaging design combines haptic natural material and light, silk cardboard with a blind-embossed wave structure. Inside the package, the exclusive frosted brown glass bottle comes with a special brown frosted dosage glass.
The imagery evokes the drama of dark, mystical water, reflected onto warm, light-infused skin mirroring the water’s surface. The reflections of gentle water movement in its clear, graphic structures are reminiscent of skin cells – exactly the product‘s field of action. Especially in moving images, this is an incredibly aesthetic and at the same time accurate visualisation.
Result: The whole new setup is fitting for the exclusive, German-made original beauty drink. Water, balance, beauty is what it’s all about.
- Agency/Creative: Marius Fahrner Design
- Article Title: Marius Fahrner Design Rebranding for Proceanis Hyaluron Drink
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Germany
- Agency/Creative City: Hamburg
- Market Region: Global
- Project Deliverables: Brand Creation
- Industry: Health Care
- Keywords: Hyaluron, Beauty, Drink, Branding, Water, Skincare
Creative Director: Marius Fahrner
Art Direction: Steffen Bertram
Photography: Björn Ceder