When launching an entirely new business concept, communicating the brand ethos successfully through shop design, graphic communication and packaging is absolutely critical. The successful treatment of these elements generate the buzz that will get the business started off on the right foot.

We evolved the existing Fushi brand identity by simplifying the logo and creating a fresh, new colour palette which was applied to the packaging ranges and literature. The logo is reminiscent of the ancient tradition of calligraphy, while at the same time feeling high tech and futuristic in its application.

The packaging for the extensive cosmetic and product range – which is themed towards specific moods such as hangover, revitalising, detoxing, relaxing etc. – is clean and stylish, putting a premium on being informative about product benefits.

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