Case Study Brand Redesign and TMall Launch

Darphin Paris

Scope: Creative direction, creative strategy, project management and brand messaging

Approach: Darphin needed an edge. The marketplace was crowded with botanically-led skincare brands. Even within the parent company, Estée Lauder, there were several brands with similar DNA. I developed an ownable and distinctive route to explain the power of botanicals. We used illustrations that were scaled up and overlaid by a transparent green box. The geometry of the box added boldness and youth to the floral pattern underneath. The blown-up botanicals were applied across all the brand’s touch points, including in their retail store in China. We created custom wallpaper and an enormous 9'x20' LED wall display that showcased a video we produced. There was even a custom-printed rug, in which one pixel of the imagery was represented in one thread of the fabric. Inside the treatment room, you lie next to a giant peony, and it gives you the feeling of being in a garden. Everything was very detailed and experiential. Experiencing larger-than-life botanicals created the feeling of awe of the power of nature.

Deliverables: Overall concept, print, store, logo refresh, advertising, brand messaging, digital, web, Tmall, packaging, online, brand film