Blush Distribution Brand Identity

When Blush approached Fresh, they were under a tight deadline from
a Japanese distributor to bring to market a skin care range that was currently in final completion of development and testing. The new range of skin care products featured uniquely Australian ingredients, as most products are regarded as naturally pure in the Japanese market. The brand needed to have a premium approach, with the Japanese market showing a preference for designer products.

As part of the project, naming for the range was required. During the name development phase, Fresh ‘workshopped’ selected names with
a focus group, to see how they resonated linguistically. The result was ‘Aurah’ – a hybrid of ‘Aurora Australis (Southern Lights) and ‘Aura’
(halo). The positioning statement, ‘Australian by Nature’, works
on two levels – reflecting its Australian identity and referring to
its native, natural ingredients.

Whilst naming research and development was being instigated, in-depth research was undertaken into market trends, both historical and current, to determine the possible areas of both deployment and where the brand could position itself. Products were classified into three distinct styles: retro, a style that is taken from a historical period or art movement, such as art deco, and reviving it into the market; futuristic, a style that is more reminiscent of clinical laboratories and void of colour, usually mixed with high-tech typography; and contemporary, a style that pushes boundaries, is often a combination of the two previous styles and is highly unique. Based on the research, the creative team developed three distinctive concepts showing a range of identities, including a logo and samples
of product packaging based on these styles.