Shiseido Sense of Place

One of the oldest cosmetic companies in the world, Shiseido has brought Japanese skin care, makeup, body care, hair care and fragrances to the world for over 150 years.

BLACK was commissioned to develop the key visual and packaging design for Shiseido Travel Retail’s summer campaign and travel exclusive product sets, to be sold at over 10 cities across Asia and Europe.

Each city was distilled into a pattern; using colours, icons and motifs that drew inspiration from the city’s architecture and culture. These patterns formed the key visual and packaging design for each city’s travel exclusive product set.

The patterns were then extended into the campaign visuals, and applied in retail stores, OOH advertisements at airports and digital advertisements on websites.