Astrid is a traditional Czech cosmetics company operating in the broader skin care market.
Having as main business objective to grow its male brands and reposition them in order to make them more appealing to a broader and younger male audience, the company decided that it was about time to proceed with a full redesign of Diplomat brand, one of Astrid’s oldest and most famous brands.
We were therefore tasked with the challenge to successfully redesign this well-established and loved male brand. A brand with a strong and prevailing positioning from its past and with quite loyal buyers belonging mainly to an older age group. Main obstacle to overcome was the fact that Diplomat's brand image seemed dated, static and somewhat forgotten and rather indifferent to the younger age group.
The new design respects the classic, traditional values of the brand, referring to its Czech heritage and timeless quality in order to trigger elements of nostalgia, while maintains its premium cues and solid masculine style (black color, D letter/for Diplomat) ensuring better alignment with contemporary and fresher design visual codes and enhancing sophistication and elegance.