24/11/2014

ECHO designs new night-time beauty brand 'Kiss The Moon'

By Rachel Felwick

Kiss the Moon, a sleep brand specialising in night-time beauty products, has launched its range of 100% natural beauty oils with packaging designed and created by ECHO Brand Design.

While many beauty ranges focus on day-time care, Kiss the Moon is the first brand to focus purely on night-time well-being – providing products that are especially designed to help you get to sleep and nourish your skin overnight.

We were briefed by Kiss the Moon founder Jo Foster in October 2013 to help bring her product to the premium beauty market. The brief was to create something beautiful and fitting to a brand that comes to life at night. Jo, an ex-Saatchi & Saatchi Media Director and Innovation Consultant developed the concept from the need to get her own sleep back on track.

The range is comprised of bath oils and face oils, all 100% natural and combined with a handcrafted blend of essential flower essences, chosen for their power to relax, nourish and restore.

We worked hard to ensure that all of the brand components we designed work cohesively together: from brand identity to primary and secondary packaging. The bespoke presentation case incorporates a soft-touch magnetic close and opens to reveal the encased bottle; the base of the box enables the product to be displayed upright on-shelf and can act as self-functioning POS. In addition, ECHO was commissioned to create a visual toolkit for external agencies to create emotional and digital brand elements.

The graphic elements of the design focus on the lunar eclipse and incorporate circular and crescent references to further communicate its night-time association. Patterns, reminiscent of 1930s boudoir decor, were re-interpreted to create a graphic device which has been applied to the exterior of the box, the gift packaging, the Kiss the Moon website and even Kiss the Moon fabrics.

Commenting on the launch, Jo Foster, Kiss the Moon founder said:

The more I researched the power of a good night’s sleep the more I understood how crucial it was to healthy living. I knew that there was a market for Kiss the Moon and the ECHO team were able to bring this to life: creating standout packaging sets the mood of the brand perfectly.

Gemma Gorringe, Senior Designer, ECHO says: “It’s very exciting to help launch a new brand and to work with Jo to bring her passion to life. Working on both the graphic and structural design of the brand enabled us to build-in multiple layers of the character of the brand and create a premium consumer experience. Using the inspiration of the night-time led to the development of the subtle lunar curves that form a distinctive visual communication tool as Kiss the Moon develops and expands.”

The Kiss the Moon range is available in four signature blends: Love, Glow, Calm and Dream and is available online from www.kissthemoon.com

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