Giving a Brand
the Royal Treatment
House of Brands
As a mammoth brand that spans many categories, JAFRA simplified its structure, repositioning as a mega-house of boutique brands. We helped crystallize the hierarchy with a brand narrative and unifying tagline: “Freedom to be you.”
To meaningfully modernize the expression, especially on pack, we went back to the idea of fusion, juxtaposing female individuality and collective diversity. It informed every aspect of the design strategy—from its rich, worldly palette and shape language to the nuanced, human-centric photography and messaging.
An Idea with Power
Flipping through the new catalog, watching the corporate narrative video, unboxing the suite of Royal Jelly products—now, each experience reinforces JAFRA’s focus on the female spirit. Through a holistic rework of the expression, diverse touchpoints began to champion the same, singular idea. Ultimately, JAFRA offers tools for independence—be it through entrepreneurship as a consultant, or self-expression as a consumer.