The new packs retain certain elements of thhe brand’s existing looks while adding in new elements to differentiate the new range.
Gustavo Piqueira, head of Casa Rex and also the creative director of the project together with Danilo Helvadjian, said: “The gold colourway of the brand as well as the hierarchy of the information on pack to highlight the different fragrances, ensure that the range is fully aligned and recognisable.
“Within this context, it was then possible to add new visual elements, and to create an innovative range with widespread consumer appeal.”
In addition to preserving the main Lux brand elements, Casa Rex has also introduced new graphics that it described as “swirling fluid and sinuous forms” that combine with “translucent light effects”.
These have been designed, the agency said, to accentuate the moisture and fragrance properties of the product, and bring a new “aspirational” dimension for the brand.
