Astra Make-Up: A Rebranding Masterpiece by Salt&Pepper

Revamping an Italian Brand: A Journey of Creativity and Innovation

Every brand has a story to tell, and Astra Make-Up is no exception. This Italian consumer brand aspired to become the essential ally of every woman, expressing their personality and emphasizing their charm. The brand's dynamic, free, brave, and impulsive nature is now represented through a simple and fresh identity, elegantly and recognizably displayed on the new packaging design. The claim, "Be You," was created to express and accompany the brand.

The strength of Astra Make-Up lies not only in its vision but also in its communication. Salt&Pepper designed an easy-to-use catalogue filled with strong product photography, an appealing website providing online services and an overview of the brand's products. A visual language was developed to represent the brand sensation with a fashion style of photography and fresh communication in social media, establishing a dialogue between the company and the consumer.

To strengthen Astra's new brand identity, Salt & Pepper designed a new font to be used throughout the communication: POS, catalogue, folders, and website. The other main objective of Astra rebranding was to raise the quality perception of the products by enhancing the quality of photography, both still life and portrait.

Through market research, it was discovered that the existing brand was dated and had a low brand reputation. The aim of the re-branding addressed this problem on two fronts: raising awareness and realigning the brand integrity for B2B, and integrating a new targeted campaign for B2C. The most challenging part of the process was changing the internal perceptions from a B2B marketing campaign to a strategy of customer-centric branding. The new brand needed to appeal to a wider customer base and new markets through a new way to represent the products and to correct their brand reputation.

This Design was awarded Golden in A' Advertising, Marketing and Communication Design Award in 2019. Golden A' Design Award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.