Ayres Beauty: Bringing a latin touch to the beauty world Creating a meaningful experience at every touchpoint of the brand Client AYRES BEAUTY Industry Beauty - Luxury Fields of Work 360 Branding, Brand Guidelines, Art Direction,Packaging, Production, Video & Photo Direction,E-Commerce Website, UI Design, Creative Marketing. Tools & Methodology Secondary Research, Brand Strategy, Brand Identity,Conceptualization, Wireframing, Design System. Role Art Director. Objective To develop an aromatherapy “affordable luxury” brand inspired by Argentina and sold in the US, as well as to exhibit the product’s quality at every touchpoint of it. Process The first step was to immerse ourselves in the Argentinian culture and its typical elements. Making an exhaustive analysis prior the development of the brand’s identity allowed to translate the values of the brand in a consistent way at any step of it. Throughout an arduous work, the brand values were defined. Later on, the design of the logotype, brand guidelines, packaging, stationary, institutional video, photoshooting and e-commerce responsive website. The logotype’s level of detail exhibits the appropriate elegance that such a luxury brand needed. Each of the brand’s elements was studied and created with deep presicion. In terms of the brand’s voice tone, it reinforces the mystic of a beauty ritual as well as the virtue of a product that is composed by natural ingredients. Additionally, colors, type and patterns reflect the different experiences that Argentina offers, creating a sub-brand system each fragrance itself. I worked with the client as a unifed team throughout the years, and become an advisor not only for what was related to the brand but also for the product strategy too. Outcome Eventually, the brand attracted new opportunities for selling the product in new markets. Among others, we had the opportunity of being displayed at Sephora’s Retail Stores & online channel in Europe. Also, Ayres was displayed at different airports around the globe and it was published at Rolls Royce magazine in several opportunities as an innovative brand. Client AYRES BEAUTY Industry Beauty - Luxury Fields of Work 360 Branding, Brand Guidelines, Art Direction,Packaging, Production, Video & Photo Direction,E-Commerce Website, UI Design, Creative Marketing. Tools & Methodology Secondary Research, Brand Strategy, Brand Identity,Conceptualization, Wireframing, Design System. Role Art Director. The methodology and the process of this project were very worthy as we managed to work as a team with the client who always was disposed to receive new proposals form us. Eventually, we worked along with the client on strategies that allowed us to acquire better and unexpected results. Among others, we designed Ayres website for Sephora which opened the door to sell the products in the competitive landscape of Sephora’s retail stores. http://www.sephora.fr/AYRES/BAYRES