We don't have a history of designing for FMCG but when one of Asia's best known players came knocking we jumped at the chance. In a crowded sector that includes global heavyweights such as L'Oreal, Garnier & Olay they are seen as the local hero with equally high credentials.
Our brief was to update the look and feel of the 'Mentholatum Men' brand. We decided to shorten things and make the 'Men' of Mentholatum the main focus. To help differentiate between the different sub-ranges we gave each its own abbreviated symbol picked out in a bold colour. The abbreviations were inspired by the clear identifiers seen in the periodic table, a nice connection to the companies origins which was founded back in 1889 by a Kansas pharmacist.