CLIENT
Decencia
Key Visuals
2023
Decencia
Key Visuals
2023
CONCEPT
Decencia is a skincare brand born of a cosmetic researcher’s unwavering dedication to skin science, inspired by a family facing a serious skin condition. Anchored by a professional who has faced this challenge personally, the brand’s core—strength and integrity—forms the foundation of the brand. The renewal was initiated with the bottle design and extended to all assets. The images presented here are the renewed key visuals and product shots. Throughout the key visual, supporting visuals, and bottle design, I kept in mind the patented technology used in the brand’s flagship product, the cream. In simple terms, this technology involves applying a pseudo-stratum corneum to support skin regeneration.
The idea that maintaining a thin, multilayered, veil-like stratum corneum is essential for healthy skin is, in my view, a very fundamental attitude, especially in contrast to other brands that focus on what they can give to the skin. The imagery of a thin, plump, and moist stratum corneum was a key visual element I wanted to communicate across various media, including the bottles, to convey the brand’s essence.
Decencia is a skincare brand born of a cosmetic researcher’s unwavering dedication to skin science, inspired by a family facing a serious skin condition. Anchored by a professional who has faced this challenge personally, the brand’s core—strength and integrity—forms the foundation of the brand. The renewal was initiated with the bottle design and extended to all assets. The images presented here are the renewed key visuals and product shots. Throughout the key visual, supporting visuals, and bottle design, I kept in mind the patented technology used in the brand’s flagship product, the cream. In simple terms, this technology involves applying a pseudo-stratum corneum to support skin regeneration.
The idea that maintaining a thin, multilayered, veil-like stratum corneum is essential for healthy skin is, in my view, a very fundamental attitude, especially in contrast to other brands that focus on what they can give to the skin. The imagery of a thin, plump, and moist stratum corneum was a key visual element I wanted to communicate across various media, including the bottles, to convey the brand’s essence.
STAFF
Creative Director: Yu Kimoto
Art Director: Chieko Zaitsu
Photographer: Philippe Fragnièr
Retocher: Kazuyo Oi
Producer: Tatsuro Aono
Bottle Design
Art Director: Chieko Zaitsu
Designer: Kentaro Ito
Creative Director: Yu Kimoto
Art Director: Chieko Zaitsu
Photographer: Philippe Fragnièr
Retocher: Kazuyo Oi
Producer: Tatsuro Aono
Bottle Design
Art Director: Chieko Zaitsu
Designer: Kentaro Ito