Portfolio Identity Uno Fragrances Uno Fragrances
The Brief:
Uno Cosmetics manufactures perfumes/deodorants, makeup, and cleansing products. Around 80% of the sales are for female products so the logo should be more focused towards women. The target age group is 18 years and above. Due to the cost of natural ingredients the products are targeted to a medium to high household income group. The company has an elegant and upscale image in mind. The image should reflect cleanliness, beauty and smoothness. Competitive products include Shi Sheido and Aveda. The overall design should stand out in style, quality and elegance.
The Concept:
The Uno name combines an interesting set of letters that provide many possible combinations of layout. To ensure strong brand identity a type based logo was envisioned. Since the logo would be used on a variety of products, each with an individual style, the number of colors for the logo was kept to a minimum. The initial approach focused on elegant letter rendering with line weight indicating the transitions between letters.
The Solution:
After numerous concepts a design serendipitously revealed itself. The combination of the letters was reminiscent of an old perfume pump bottle. The letterforms were refined to exaggerate the similarity and tinted to add a dynamic diagonal to the visual presence. The color palette was chosen for a new range of perfumes indented to tie in with the seasons of the year. The final design allows for the logo color to match the individual product's color scheme.
