Wrinkle Shot

Wrinkle Shot is a brand of the Japanese cosmetics company POLA, whose origins date back to 1929. The Wrinkle Shot series is based on the active ingredient NEI-L1 for wrinkle reduction and, as a product, took 17 years from discovery and development to final approval and market launch in 2017. To date, the range includes the Medical Serum for use on specific wrinkles and the Geo Serum for use on the entire face. The brand identity follows the design concept “Discovery” and is inspired by space travel, which is meant to express the brand’s spirit of discovery. The three brand colours also tie in with this. The colour of “Challenging Orange” plays a particularly vital role in the brand identity as a symbol inspired by the orange spacesuits of astronauts and thus the notions of determination and assertiveness. The additional colours “Space Blue”, which is meant to evoke outer space, and “Moon Gold”, which stands for the stars, complement the brand identity with elegant accents. In addition, white is used as a text or background colour when needed. A specially designed cursive font was chosen for the brand lettering, reminiscent of a handwritten signature – a symbol of the brand’s claim that the product reduces wrinkles. The packaging design, in turn, connects the concept of discovery to the idea of signing a contract with the customer by both integrating the logo and colours and projecting the image of a pen and penholder for signing the contract. In this way, the brand design visualises the brand promise in an intuitively understandable way. High brand visibility is ensured by using the cursive logo and bright orange colour confidently and consistently in all communication, from product launch invitations to shopping bags and gift boxes. Thanks to the concise lettering and the signal effect of the colour orange, the brand achieves a high recognition value across all media.