EFFECTIM, a joint venture between Shiseido and Ya-Man, operates in Japan and China. As an expert in anti-aging care from Japan, the brand aims to become a "life partner for skin”, supporting peoples desire to shine throughout life.
Shiseido Creative worked on the overall branding, from product design to communication design.
The concept of combining these two elements is woven into all our designs, including product. Straight lines and curves, simple yet memorable images, organic aesthetics and a sense of the future. By combining various elements, EFFECTIM achieves a unique beauty.
The straight lines in the original typeface symbolize physical energy and technology, while the curved lines represent beauty and grace.
The logo is a testament to our continued pursuit of effectiveness through the precise analysis of skin, and the combination of the letters EFFECTIM, reminiscent of an IC chip, symbolizes the future of skin.
We created a design movie to introduce the brand's worldview through product design and logo design. We expressed Japaneseness at the beginning of the movie to convey the message to Chinese consumers, and highlighted the modern Japanese designs through a sophisticated impression.
We aimed to integrate the AWASE philosophy into retail, where both functional and emotional benefits overlap. The cutting-edge skin analysis is positioned as our "POD" and is presented as an icon to attract customers.
The retail designs combine a dignified appearance with a high-quality, relaxed atmosphere.