Since 2016, AKIKO has been selling exquisite women’s perfume. AKIKO is one of the first local perfume brands with “dupes” concept that is scarcely to be known by Indonesian audiences. With such an affordable price range, it was easy to enter and manage their market locally.
AKIKO wanted to create a brand refreshment from the ‘dupe’ image and create a stronger brand and stronger relationship with their audience through brand identity and awareness. That’s why brand applications needs to prioritized, such as photography, packaging design, print design, online presence as well as overall engagement.
It’s not always about the product. There are many important things to seek from brand identity, such as: Overall brand value as core communication to develop the aims and future of the brand, secondly the key messages to communicate through various mediums, from digital to physical and lastly relatable things that match really well with the audiences.
As far as the social media insights research went, it was discovered that the engagement need some improvement. It was because the client had prioritized sales and catalog based content rather than the relationship with the audience. There was no engagement, low frequency of posting, too much hard selling by Facebook Ads, and simply neglecting branding.
As far as the exploration and brainstorming session, other brands and specifically, competitors, were innovating fast with large community. The brand presence and overall branding were getting left behind.
After some time of struggling and finding nowhere to go, there should be prioritized things in order to expand more in the future: Branding and engagement effort. Then there also came a rebranding project to keen for: The Gourmand Series. A new line of perfume with three different scents for #AKIKODarlings.
So, what are the things that should be done?
At the first glance, the background story and important things to note were done. The competitors were learned more to get to know about what would suits AKIKO thereafter. Besides developing a visually pleasing catalogue, there was a conclusion that the branding, production, etc. should play the role to voices the brand values, such as inclusivity, empowerment, to body positivity. The contents are developed with an approachable impression, while still premium and aesthetic. Designed with clean, elegant fonts and copywriting along with HD-quality visual assets as the background. AKIKO also rebranded for the launching of The Gourmand Series to a more thematic concept, with different pops of colors. Something fresh and new from the initial branding to communicate the livelihood.
What We Learned From It
It’s not always about the product. There are many important things to seek from brand identity, such as: Overall brand value as core communication to develop the aims and future of the brand. Key messages to communicate through various mediums, from digital to physical. Relatable things that match really well with the audiences.
The three variables worth more to create an understandable brand that conveys clear communication, obviously for AKIKO as a brand.