After conducting a series of interviews with beauty masters and their clients, the team of Repin Branding agency came to the following insight: no matter how beautiful women are, they still want to improve something in themselves - in their understanding, there is no limit to perfection.
In the process of developing the brand platform, the agency's strategists proceeded from the concepts of enduring beauty, some generally accepted standards and standards of beauty. This is how the brand name was born - Eqviv (formed from the word "equivalent"). The naming reflects the idea of helping every woman find her personal equivalent of beauty, the creators say.
When the work on visualization began, the designers turned to the masterpieces of world art - the recognized symbols of beauty.
The agency suggested that if all these women left the canvases, they would also be dissatisfied with something in themselves: the Gioconda has no eyebrows, the girl from Vermeer's canvas does not have an insufficiently expressed eyelash edge, and the girl with an ermine has pale lips.
It was decided to make the heroines of famous paintings the main characters on the packaging of the Eqviv line. The halftone dotted illustrations depict the process of applying permanent makeup using a needle.
For the bottles, separate minimalist packaging and set boxes were developed. On each package and bottle, a dot marks the areas of application of permanent paint: Mona Lisa has permanent pigment for eyebrows, a girl with a pearl earring has an eyelash line, a girl with an ermine has lips.
The composition of the creative group:
Repina Branding:
Valeria Repina - creative director Alexandra Kholodnaya - brand strategist Anvar Kurbanov, Alexandra Loginevskaya - art directors Anna Kamenkova - designer
