Clé de Peau Beauté
THE SECRET GARDEN
Clé de Peau Beauté
THE SECRET GARDEN
Clé de Peau Beauté
THE SECRET GARDEN
Unlock its secret. You are the key.
Be courageous. Turn the key. Open the door.
These themes underpinned the creation of the 2021 Holiday Collection for Shiseido's premier luxury brand, Clé de Peau Beauté. Taking the beloved novel“The Secret Garden”as an inspirational jumping off point, the creatives wove their own story and established a cohesive world from product and packaging design to in-store display to customer communications across print, digital and social. Collaborating artist Michaël Cailloux used illustration and metal engraving as his two main techniques, creating unique imagery full of festivity.
PRODUCT DESIGN
The source inspiration for the holiday collection, "The Secret Garden,” reimagined and retold through seven makeup and skincare items. Key points and characters of the story, linked to key characteristics of each product. The packaging designs, unifying product, plot and motifs. Enlivening and eye-catching in its energy and vividness.
COMMUNICATION DESIGN
Artist Michaël Cailloux’s illustrations, brought to life with a combination of 2D and 3D expressions to project a joyful atmosphere. The robin, chosen as the customers’ guide, leading them to products scattered throughout the garden. With a deep green Ivy as a base, brightly colored flowers, plants, and animals pop in contrast. The motif of the key, signifying endless possibilities for beauty.
SPACE DESIGN
Taking its cue from the collaborating artist's work, the space design was approached three-dimensionally. Parts of the expanded illustrations were layered, creating a perspective of depth and immersion upon entering the garden’s wondrous world.
CREDITS
PACKAGE DESIGN
- CREATIVE DIRECTOR
- Taisuke Kikuchi
- ART DIRECTOR / DESIGNER
- Midori Matsuishi
COMMUNICATION DESIGN
- CREATIVE DIRECTOR
- Rie Sakai
- ART DIRECTOR
- Keiko Takaiso
- DESIGNER
- Anri Matsubara Kizuki Nakano
- DIGITAL COMMUNICATION PLANNER
- Maki Shoji
- COPYWRITER
- Noriko Matsubara Jacqueline Nochisaki
- PRODUCER
- Yuki Washizu Saki Hashimoto
- PRODUCTION
- Tokyo (Taiyo Kikaku)
SPACE DESIGN
- CREATIVE DIRECTOR
- Nobumi Mizutani
- ART DIRECTOR
- Yukihiro Kaneuchi
- DESIGNER
- Kei Ajima
- ARTIST
- Michaël Cailloux