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NEKER Beauty Products Are Challenging The Status Quo

by Alianne Valladares-Prieto on 02/24/2021 | 5 Minute Read

In the same way they say the camera adds ten pounds, we all know that sometimes mirrors lie. We can search for society's standards of beauty in our reflection, or we can choose to embrace our individuality and features. With this in mind, NEKER focuses on shedding light on the importance of looking past conventional standards, finding natural beauty, and using quality products to enhance it. 

Plus X Studio teamed up with NEKER to create a diverse and eclectic brand identity that represents the spectrum of beauty. Focusing on neutral pink and beige tones, while playing around with fonts, italics, and bolds, NEKER puts a playful twist on traditional beauty product marketing and packaging. 


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NEKER is a brand name adopted from Necker’s Cube, a perceptive illusion that makes us believe what we want to see. NEKER, therefore, calls to mind the idea of aiming for your desired beauty and communicating with the reality of your own, natural beauty.

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To define the fundamental meaning that symbolizes NEKER, we established NEKER’s core value by emphasizing the importance of internal, as well as external features. ??????The brand essence suggests a concept that becomes the standard of all activities and reasons for the brand’s existence. We define the brand identity as one that reflects NEKER’s core value and fundamental definition.

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NEKER’s logo expresses a wide variety of beauty. The design of gradual change from minimal Sans-Serif font to decorative Italic Serif implies individualistic diversity and beauty. In addition, the flexibly expanding logo expresses 'Color-pool', the key visual of the brand that changes diversely. The typography of the logo consists of different fonts, but it uniformly develops with the same ascender and height.

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NEKER’s logo uses toned-down beige and pink as a whole to deliver a neutral image rather than a specific style. In addition, we use brightly adjusted black to express a refined image while pursuing a good match with pastel tone as the main color. NEKER’s key visual, 'Color-pool' expresses the value being pursued by the brand and which represents various styles with individual sensibility, and each color is expanded freely according to the image of each product or model.

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NEKER’s English typeface uses simple Neue Haas Unica Pro—which is neutral and able to express various beauties and individuality—rather than an association with specific gender, age, or tendency. Unica can be applied flexibly regardless of media due to its simple and clear shape and legibility, and it can deliver the brand image of NEKER more comprehensively. In addition, Korean typeface Sandoll Neo 1 has a good arrangement of black characters and white space within each module, so it can deliver a large amount of information in a legible fashion even on the narrow space of the packaging.

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NEKER’s packaging consists of a simple look & feel as a whole. It intuitively delivers the identity of the brand by using the key visual and brand slogan. In addition, the packaging that uses NEKER’s core visual property 'Color-pool' actively delivers various individualistic brand experiences to customers.

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NEKER’s brand application design develops simple yet varied moods in various media such as web and mobile, including packaging. The key visual 'Color-pool', which expresses various individual characteristics and beauty, as well as logo-centered simple layout and typeface offer differentiated brand experiences to customers via online and offline contact points by using the core property of the slogan.

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NEKER’s website is created to provide product information easily and intuitively, and the composition of simple menus provides consumers with easy access to products. While excluding unnecessary graphics, continuously changing 'Color-pool' is exposed to deliver the identity of NEKER to consumers.

Under the value of the brand, which respects each individual’s beauty, we have developed the brand slogan ‘That’s so you.’

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