d program REBRANDING : Product
Building on over 50 years of research to
become the most trusted brand for sensitive skin.
PRODUCT / PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING
d program is a skincare brand dedicated to liberating sensitive skin. Founded on over 50 years of dermatological research, the brand continuously pursues both gentleness and efficacy.
In 2025, d program underwent a comprehensive rebranding, with Shiseido Creative overseeing concept development, product design, and communication design. The products have been redesigned under the concept “Sensitive Skin Laboratory.” Inspired by laboratory instruments, the new bottles and packaging visualize the essence of advanced sensitive skin science.
The redesigned logo emphasizes the letter “d,” symbolizing the brand’s expertise and sincere approach. Representing “dermatology,” this “d” serves as the brand’s DNA, creating maximum presence and recognition.
Designs inspired by laboratory instruments, such as graduated cylinders, use contrasts of glossy and matte textures to convey both gentle care and functional efficacy. The soft, light colors suggest a bright future free from skin concerns.
Graphics composed of simple vertical and horizontal lines evoke the scales and measurements of lab equipment, reflecting d program’s orderly and information-focused design approach.
The packaging strips away decorative elements, focusing on clear communication of function. Graphics synchronized with the bottles make information easy to understand, while color-coded panels clearly distinguish product categories according to skin concerns.
CREDITS
PRODUCT
CREATIVE DIRECTOR IPPEI MURATA（SHISEIDO CREATIVE） / CHIEKO YAMAMOTO（SHISEIDO CREATIVE）
ART DIRECTOR AYAMI TOKUHISA（SHISEIDO CREATIVE） / RYOSUKE KUGA（SHISEIDO CREATIVE）
PHOTOGRAPHER TAKAAKI UBA（SHISEIDO CREATIVE） / YUSUKE HAYASAKA（SHISEIDO CREATIVE）
COMMUNICATION
CREATIVE DIRECTOR MASATOSHI TAKAGI（SHISEIDO CREATIVE）
ART DIRECTOR AYAKO ASANO（SHISEIDO CREATIVE）
COPY WRITER KAORI AKABOSHI（SHISEIDO CREATIVE）
ACCOUNT DIRECTOR NATSUKO NAKAMURA（SHISEIDO CREATIVE）
ACCOUNT EXECUTIVE MAI SATO（SHISEIDO CREATIVE）
CASTING KAORI NUNOHIRO（SHISEIDO CREATIVE）