Science & Technology

Cosmax

Sharing the science of beauty

As global leaders in the formulation, manufacturing and development of beauty products, Cosmax are shaping the way tomorrow looks. But with a changing market and a new audience of beauty entrepreneurs with a diverse level of experience in the sector, they needed a new way to communicate their scientific expertise, broad offering and energetic Korean perspective.

To speak to a broader audience, Cosmax needed to move towards a clearer, more consumer-facing approach, while retaining their commitment to scientific discovery, innovative spirit and Korean roots.

We’re helping Cosmax refresh and refine their entire brand. To start, we audited and revitalised Cosmax’s strategic foundations, building a new proposition and leading message around the brand’s scientific credentials, and crafted an energetic narrative that sets the tone for the future.

This new strategic direction provided the jumping off point for an elegant visual language that evokes the strength and care of the business – including everything from typography to graphic devices to animation and art direction – as well as a more accessible, global and intelligent voice. It’s also helping us define how the brand connects with customers in practice; to date, we’ve developed brochures, maps, marketing presentations, brand films, a new website and a trade show experience that that helps Cosmax stand out from the crowd.

It’s a continuing partnership that’s ushering in a new era for one of the beauty industry’s most important players.

Beauty in precision

Our refined logo and design system strips away the excess to give Cosmax a clear and elegant way of communicating, combining graphic devices and grids that reflect the intelligence, wisdom and expertise that drives everything they do.

Formulated for success

From maps to brochures, online and in person, the refreshed Cosmax brand is adding texture to every touchpoint and transforming the way the business connects with current and potential partners.

Facts and figures

The ability to convey complex information in ways that are engaging and beautiful is crucial for Cosmax’s future success. We developed an illustration and icon style that takes cues from the world of diagrams and annotations, and created a brand film that elegantly highlights the broad scale and offer of the business.

Best in show

Cosmetics trade shows are notoriously competitive. We designed an experience that helps Cosmax stand out from the crowd, bringing together clean lines, artful product displays, bold messaging and moments of spectacle informed by the innovative spirit of Korean culture.