New York-based personal care brand Era69 has unveiled its brand identity and packaging in collaboration with Studio Chong. Era69 sells 'Intimate Silk Deodorant' for use on sensitive areas of the body. The project focused on creating a brand that looks like a perfume or cosmetic, moving away from the clinical image of typical hygiene products.
Studio Chong designed the entire system, ranging from brand positioning to identity and tone and manner. They created a dedicated wordmark and a symbol utilizing the number '69,' expanding this to product packaging and the graphic system. The main direction was to portray the product as an item that looks natural on a vanity or in a perfume store, rather than on a pharmacy shelf.
The visuals utilize images that represent scents as fruit and flower characters. Sexual nuances and humor were combined with the elements that constitute the scent, such as rose, plum, and lemon. Studio Chong stated that they utilized generative AI in the production process to accommodate the small budget, which made it difficult to carry out photography and illustration. Each image was created based on prompts written by the artists, and they described the use of AI as a production method tailored to the project's budget constraints.
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