Black Paint Singapore Branding
Company
Black Paint Singapore
Type
Branding
Year
2018
Overview
Black Paint Microbiome Skincare is a Japanese brand distributed by BHB Singapore - a company passionate about sustainability, nature and wellness.
While working for BHB Sg, I created more depth to the Black Paint brand for marketing their products in Singapore. By understanding the local market and how best to portray the values of the brand here, I created a visual language and other branding consistencies for Black Paint.
E-commerce Site
The main goals of redesigning the e-commerce site:
Educate users about the microbiome and how Black Paint Skincare’s role in protecting it
Improve usability to discover products
Help users discover the product for their skin type
I used a combination of illustration and photography to portray a luxury yet scientific research-based product. I wanted users to know that this product, although natural, went through laborious lab research and is backed by science.
Homepage on Mobile
Homepage Mock-up
I also created skin-type illustrations which were colour coded. These colour codes were then repeated on the side bar and product images so that users can quickly identify products meant for their skin type. The product detail page also included a graphic to show you which part of the skincare process you were at.
Product Detail Page on Mobile
Product Detail Page Mock-up
Skincare Brochure
The physical retail store needed a brochure to help users understand more about the microbiome and also to identify the products suitable for their skin issues. We also needed to fit in the product usage directions as the instructions can be quite unclear in the box packaging.
Skin Concern Map
I designed a map system where you can see all the products recommended for your skin issue from the first step to the last step. You can do this by finding your skin concern at the top of the page and following the respective line vertically downwards. The products are also listed in order as these skincare products are required to be used in a specific order.
The main struggles for me as a designer was finding a way to fit a lot of information into a folded brochure. The brand required a lot of education before users would be able to understand why the product is so unique and effective. As such, I had to present complicated scientific information in a digestible way. Skincare instructions and guidelines also have to be very thorough and extensive because people with sensitive skin can have bad reaction to products if they don’t use it according to the guidelines. This further expanded the amount of information required in the brochure. I had to experiment with different fold methods as well.
Photography & Styling
Maintaining a strong brand presence on Instagram
I was tasked with curating and scheduling visuals for Instagram and Facebook in a way that creates a more holistic brand experience. I wanted users to understand the lifestyle behind the brand, not just the products. This way, we encouraged more community around topics like Japanese culture, sustainability and health.
