croquis

Croquis is a new brand of the South Korean company Samyang Holdings. Since 2020, under the brand name “Croquis”, they have been producing and marketing products for thread lifting, a minimally invasive procedure for tightening the skin. The name “Croquis” is derived from the drawing technique of the same name, which can be used to quickly sketch the contours of a model in simple lines. The name as well as the claim “Draw your beauty, Capture the moment” thus refer to the brand’s promise that the Croquis products serve to quickly and naturally emphasise the facial contours – in other words, to lift them. The concept of continuous line drawing also shapes the visual brand identity. The clear and purist logo with the brand name in sans-serif minuscules is contrasted with artistic line drawings, which are mainly used in the packaging design. The different areas of application of the five different types of thread are represented by five dynamic line drawings. On the product packaging, these are used with continuous black lines on a white background. Lined up or placed together, these packagings produce ever new, but stylistically and thematically coherent works of art. A further visual differentiation of the five product types is achieved through icons. For this purpose, the characteristic structures of the different threads were greatly enlarged and transferred to a graphic in an abstracted form. This graphic was then used to identify the individual product types in white on a coloured background, making it easier for the medical professional to quickly identify the respective thread type. The entire brand presence – from the packaging design to the print media and fair stands to the merchandising articles – is characterised by consistency and a high aesthetic quality, which is further emphasised by the highlighted design elements and the restrained use of colour paired with generous white space.