Beatific designed by MousegraphicsPosted: December 23, 2013
Beatific is a new skincare range from Greek private medical service provider Hygeia Group “for women who are aware of the benefits of cosmeceuticals and can appreciate the results of thorough clinical research and high end care”.
Created by Mousegraphics, the brand identity and packaging for Beatific takes the medical precision, exclusive care and expertise established by the Hygeia Group and a contemporary clinical experience and neatly conveys these through efficient sans-serif typography and the frosted panels of the structural design.
These elements are well-tempered by an organic illustrative detail—radial like a finger print and with an ancient wood carved quality—and a soft colour palette, to infuse clinical effectiveness with a considered and individualised approach to skincare and an almost spiritual sensibility, a neat duality that reflects the compounded nature of the name, a timeless desire and obsession with BEAuty and its scienTIFIC attainment.
These themes are enhanced by an illuminated retail experience that shares many of the qualities of the packaging and modern research-based settings, giving the product a state-of-the-art and environmental dimensionality.
“Our client was very well educated in every aspect of the market positioning and developing of the product. We had to conduct an exhaustive study of the field of cosmeceuticals in Greece and abroad, and research the specific codes relating to this particular line of products.”
“The reputation and profile of our client called for a brand story, a design and an identity which would be able to communicate the scientific and the aesthetic in equal measures and through the most refined language. We worked thoroughly around the name development while experimenting with packaging materials and design moods. The name we proposed came out of research in art history and linguistics: “Beatific” is an existing term, linked, through history to a notion of the ‘blessed’, an inner communion with the divine, and the sharing of its spiritual light, its splendor and glory. Thomas Aquinas refers to it as the attainment of completion and harmony and Plato in the “Allegory of the cave”, speaks of this light as the source of reason and truth. The rebellious Pre-Raphaelite painters (mid 19th c., Holman Hunt, Dante Gabriel Rossetti, John Everett Millais et.al.) made modern women as icons of this beatific vision. Bathed in a glow coming from internal sources and their complete beauty these women were painted so as to lead the viewer to contemplate moral issues of justice, piety, family and purity.
“We used Beatific in our design as the meeting point of Beauty and Scientific, and we designed everything on this axis: the abstracted drawing light patterns on the packaging, the use of semi transparent, translucent material, the 4 color palette of iridescent hues, the elegant and serious typography. We are working on this visual language by designing stands, publications and everything else related to the communication of the product’s attributes. We believe that this is a work that attempts, through design to forge a relationship between the miraculous and the scientific: reality has often proven that they are not so far apart.”
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