*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Jadran Galenski Laboratorij is a fast growing Croatian pharmaceutical, OTC and cosmetics company.
JGL wanted to launch a new brand of skincare cosmetics based on the ingredients from the Adriatic Sea.
We defined the brand image as premium, refreshing, innovative, from the Adriatic, Croatian, beautiful and healthy. We named the brand – Adrience, a coinage of the words Adria (the Adriatic Sea) and science. The metaphorical imagery on the packaging portrays Adrience as the source of beauty from the Adriatic sea. This way Adrience ceases to be just a cream, but becomes a set of associations that are embedded in Adrience, such as beautiful, fresh, natural and from the sea.
The verbal identity (name and slogan), the visual identity (logo, font and colors), along with packaging and communication were the outcome of the overall brand strategy.
Brandoctor has designed the packaging for several lines of cosmetics and has defined long-term strategic principles of communication, aimed at a successful implementation of the brand strategy.
Senior Brand Consultant: Anja Bauer Minkara
Naming Consultant: Maja Benčić
Art Director/designer: Siniša Sudar
Brand Implementor: Helena Rosandić
Photographer: Mladen Šarić