Rebranding the oldest facial cleansing cream in Japan.

Launched in 1929 and loved by three generations of Japanese women, Rosette Face Wash Pasta had become old-fashioned to young people. Our challenge was to rebrand Rosette. We changed perceptions from “old-fashioned” into “reliable and warm-hearted.” Leveraging the Rose Frame, which has featured on the package for 90 years, we designed a new visual identity system. This was rolled out in posters, brand collateral, promotional items, the website, social media, and events.