HALE DESIGN

CREATIVE DIRECTOR 

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Care Concept is a German distributor of premium, science-backed skincare brands, including Advanced Nutrition Programme™, Environ and Jane Iredale. With an existing brand language in place, the challenge was to create a unifying campaign identity that could bring the portfolio together without altering the individual brands.

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We evolved the borrowed “Feed, Fortify and Finish” framework into a more ownable system: Nourishing Care, Strengthening Care and Enhancing Care, tied together under the campaign name Care³.

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Visually, we drew on ripples and glow to express healthy skin beginning within and radiating outward. Silhouetted product ranges and bold editorial photography added strength, clarity and cohesion.

 

The result was a flexible campaign system that gave Care Concept an ownable identity across packaging, in-store displays and digital campaigns, while maintaining a confident, unapologetic tone.