Creating an iconic natural beauty brand
A well known Unilever skincare brand for over 25 years in South East Asia, Citra wanted to rejuvenate its brand design to appeal to modern day consumer needs. pi’s holistic approach to the revamp of the brand’s visual identity used both graphics and structural form to embody the brand vision, embracing local nuance as needed to suit individual markets. A cleaner, crafted design was created to convey modern beauty with graphical heroing of the ingredients illuminating the natural positioning. For specific markets the petal graphic motif was designed to harmonize with the fluid organic bottle structure with use of indigenous flowers both re-affirming local origin and reflecting a holistic and spiritual language. Elegant simplicity expressed in a confident and self assured way – this iconic design carries a layering of elements that harmonize visually to communicate the Citra brand vision of ‘natural and modern femininity’.