The spirit of modern Asia. YASOMA
Client
YASOMA
Services
Analytics
Strategy platform
Package design
Project
YASOMA is a brand of skincare products. In the project, the Ferma branding agency conducted analytics and developed the packaging design.
Product
The brand creates skincare products with an expert approach. To achieve this, the company constantly introduces new cosmetic developments. Uses many years of experience of Chinese scientists in pharmacology. Creates products together with cosmetologists and dermatologists.
Analytics
In 2022, 2/3 of Russians changed their cosmetics. Favorite brands have become too expensive or gone out of stock. As a result, half of consumers switched to cheaper care products.
Among the most popular are Korean brands. The segment is overcrowded with offers, which makes it difficult for new brands to enter. However, in the low and medium-low price segments, there are no professional cosmetics and cosmeceuticals. It is usually expensive, and cheap products do not provide a professional approach.
There are almost no Chinese brands on the market. Most imitate Korea.
At the same time, “Chinese” is no longer stigmatized. The popularity of Korean cosmetics has increased the image of Asian products in general.
Only rare brands offer real expert care in the middle and low segments.
Positioning
Modern Chinese cosmetics with flash effect.
We built the brand positioning at the intersection of two promising territories -
semi-professional cosmetics and Chinese innovations (C-beauty). This allowed us to bring the new brand into the open field with a small number of competitors and reflect the key advantages of the product - an expert approach and connection with China.
Brand idea
A brand that provides impressive results in home care. A brand that helps women enjoy their reflection
in the mirror every day. Yasoma offers modern, relevant, high-quality cosmetics from China, a country that supplies high-tech, comprehensive technologies.
Design idea
Flash effects
China is a clash of opposites. Modern and traditional, calm and daring. There is so much variety in it that everyone can find something for themselves. As in YASOMA products, where manufacturability is intertwined with natural elements in the composition and the flash effect with a cumulative effect.
The concept tells a story about neo-beauty, in which cosmetology is not just a fashion statement, but a proven way to look better.
Logo
The stylization of hieroglyphs in typography immerses you in the atmosphere of Asia. The clear lines in the logo and graphics look dynamic and bold as if they take us into the future.
Package
The packaging can be pided into 2 parts: an active block with a brand zone and a background with more measured dynamics. By interacting with each other, they create a feeling of flash effect, switching the consumer’s attention with the help of accents. In the center of the package, there is a yellow block with the composition and brand elements. A modern logo in a grotesque design is combined with traditional hieroglyphs, an emotional slogan with the benefits of the product.
Palette
The futuristic atmosphere in neon colors emphasizes the idea of a modern brand. The palette uses yellow, orange, and deep blue. All of them seem to be taken from the nature of China: they resemble flowers and the evening sky, and at the same time they look modern, referring to Asian design trends.
Range
In the project, we developed a design for 20 SKUs - from patches, and creams to vitamins and masks.
The chosen strategy allowed the brand to stand out in a highly competitive market.
With the help of a professional and modern image, we managed to highlight the product benefits.
Results
1. We relaunched the brand fully in 6 months - from analytics to strategy and design.
2. We developed a modern concept in a neo-Chinese style.
3. We rebuilt the brand from competitors and conveyed a dynamic character.
