SIDEKICK Brand Design
In 2022, Shiseido launched SIDEKICK, a skincare brand focusing on skin concerns unique to male Gen Z consumers in China. The aim of the brand is to support men in living their own unique way of life. SIDEKICK was also recently launched in Japan and is available online.
The brand is unbound by the existing framework of men's cosmetics. It focuses on the Gen Z of today who value individuality and creativity more than ever. Shiseido Creative was involved in the brand conception, product design, communication, and VMD.
*Gen Z refers to the generation born after the mid-1990s.
The logo is composed of two variations of typography, each representing an inseparable entity.
One is an orthodox logotype, and the other is a font that at first glance looks like graffiti lines, also expressing the characteristics of Gen Z's inner self and outer self.
Gen Z believes that appearance is important as a form of self-expression. They color themselves with a mixture of trends and individuality. This is true not only for fashion, but also for skincare. What does their skin need? And what should they use to look their best?
SIDEKICK is always there for them, playing the role of a partner or sidekick.