whews
Brand strategy, identity
Nippon Copack Inc. / 2022, Ongoing
セレクタブルヘアケアブランド「whews」の立ち上げ伴走
Selectable haircare products "whews"
“whews”は、ヘアケアメーカーのb-exと共に開発したセレクタブルヘアケアブランド。
各商品に紐づいたキャラクターを通して、“自分に合う”を感覚的に選べることが特徴で、
自分の髪質や有効な成分がわからなくとも、髪とたのしく向き合える、新しいヘアケアの提案です。
broomでは、コンセプト開発、ネーミング、ブランドストラテジー、パッケージ設計、
各種ツールの制作等、包括的なデザイン・ディレクションを担当しました。
"whews" is a selectable hair care brand jointly developed
with the Japanese hair care manufacturer "b-ex".
Via fictional characters who are each linked to a specific product,
you can intuitively select one that "fits your situation" and works best for you.
This is a proposal for a new kind of hair care,
where you can better enjoy your hair treatment options,
even if you don't know your own hair type or anything about effective ingredients.
broom carried out the total design and direction of concept development,
naming, brand strategy, package design, and more.
“推せる”ヘアケア
The hair care products can love.
昨今の価値観の変容の中で、Z世代・ミレニアル世代は“ブランド”よりも
自分に合ったものを選ぶようになってきており、
特にヘアケアの領域においてはその流れが顕著です。
そんな背景から、「機能だけでなく感覚的に選べる商品」の企画が発起。
細部までつくり込んだキャラクターを各商品に紐づけることで、
感覚的に選びやすいだけでなく愛着を持てるような仕組みや見せ方を提案。
一方で、ターゲット世代の肩の力が抜けたポジティブな空気感を軸とした
ブランドアイデンティティを構築し、様々なコミュニケーションへと落とし込んでいきました。
ローンチと同時に、全国のLOFT店舗にて取り扱いがスタート、
バイヤーが選ぶロフトネクストコスメTOP5に選出され、各店舗で売り切れが続出。
販売開始1ヶ月時点では、b-exが想定していた計画比の200%の出荷数で推移しています。
As our values shift and evolve, while Millennials and the Z Generation
transition to choices that provide the best "personalized fit" instead of "brands,"
these trends have become particularly noticeable in the field of hair care.
Against this backdrop, we launched a project that would enable customers to
"choose products not just on the basis of functionality, but using their intuition."
We proposed that by linking intricately well-developed characters to specific products,
we could produce a system and presentation that made
it not only easier to select the product that best fits each customer,
but also cultivates an attachment and loyalty to that product. Furthermore,
in the process of building a brand identity that centers around
a positive and relaxed atmosphere that disarms our target demographic,
we glimpsed its vast potential,
which we were able to incorporate into various platforms of communication.
Upon launching, the products were made available at LOFT stores nationwide,
and were selected to the TOP 5 of the LOFT NEXT COSME list by buyers,
resulting in products being sold out frequently at each store.
As of one month following the launch, b-ex revised its planning,
having exceeded their targeted shipping numbers by 200%.
+ Read the story
Related projects
Project team
Takumu Imoto
Brand direction, planning, design
Eriko Yuasa
Illustration
Hiroe Suganuma_b-ex Inc.
Brand management