Launching a new product in the tween body care space, KASIMA needed a brand and styleguide that would set the tone, creative parameters, and assets for many years to come. Kicking off with a body scrub inspired by the natural world around us, KASIMA was born in our beloved state of California. Bright sunshine. Awe-inspiring beaches. Dry deserts. Foggy hills. Snowy mountains. Eclectic cities and their people. It’s all home. KASIMA's skincare products are the chance to bring our home into your world. Check it all out below:
KASIMA IS:
• Clean aesthetically
• Visually interesting (has a special element)
• Made of simple, safe ingredients
• Trustworthy
• Supportive
• Luxurious
The brand's look, feel, voice and tone reflect the company’s character, as well as it unique approach towards clean body care products. It appeals to preteen and teenage girls (ages 12–19) as well as anyone who wants safe, fresh body care but isn’t attracted to health food store brands. Additionally, the target audience includes parents (most likely mom) of teenage girls.
The KASIMA color palette is bright, energetic and inspired by the natural world—California’s bright sunny beaches, dry deserts, foggy hills, eclectic cities and snowy ski towns. While the palette relies primarily on the KASIMA blue, its secondary colors are used for individual product lines and deeper layers of design and content.
All photography used in both print and digital applications is in harmony with the KASIMA color palette. Photos are clean, bright and warm in style and tone. Portraits are natural, candid, and feature subjects of the target audience. Photography is not used on KASIMA packaging.
Illustration is used to reinforce a point, orintegrate with photography to enhance and reinforce theKASIMA brand. KASIMA illustrations are simple linesand forms, along with primary and secondary colors.
