The Hyaluronic acid collection takes its cue from sound more than visuals. “The bubbly font we designed for the Poompoom Hyaluronic acid collection was inspired by onomatopoeia”, says ReflexDesign. Specifically, that squeaky, rubbery sound you get when you pick up fully inflated balloons – a Marmite experience that can divide guests at even the most harmonious birthday party. This inflatable quality also gives an impression of the elasticity and hydration Kilala’s hyaluronic acid is capable of adding to its users complexion. Another element of the product line was a fruit themed contact lens collection. For this, ReflexDesign draws inspiration from the bright colour gradients of summer cocktails, showcasing the coloured contact lenses as fruit shaped slices on packaging.
Kilala is a company with tight ties to “fashion trends”, ReflexDesign, the Shanghai-Xiamen-based studio explain. Therefore, it was in need of a brand that could “maintain the creativity” that each product enables for its wearer. Kilala is a contact lens company but it also sells hyaluronic acid products meaning the identity, while digitally-facing, needed to flex across a wide range of packaging.
The “Kilala [project] had a fast turnaround and a complicated product range”, ReflexDesign tells us. Before the studio was bought in, its visuals and packaging differed dramatically from collection to collection, culminating in a “weak” visual identity overall, the studio recounts. However, rather than trying to introduce uniform branding across a huge product range, ReflexDesign has introduced numerous styles, united by an overall fresh, bubbly feel – and some intriguing reference points.