This campaign showcases a visual communication approach for two hygiene-focused brands: Easy Care baby wipes and Fine tissues. Each brand targets a different emotional and functional need—Easy Care focusing on baby care and softness, and Fine addressing daily practicality with a touch of humor and lifestyle flexibility.
Art Direction Concept:
For Easy Care, the art direction focuses on emotional softness, safety, and purity. The visual tone is clean, minimal, and dream-like, reflecting the delicate touch needed for baby skin. Using soft blue backgrounds, fluffy clouds, and gentle lighting helped create a soothing atmosphere. The baby floating on a cloud metaphor reinforces the sensation of comfort and purity.
For Easy Care, the art direction focuses on emotional softness, safety, and purity. The visual tone is clean, minimal, and dream-like, reflecting the delicate touch needed for baby skin. Using soft blue backgrounds, fluffy clouds, and gentle lighting helped create a soothing atmosphere. The baby floating on a cloud metaphor reinforces the sensation of comfort and purity.
Key Visual Goals:
Evoke tenderness and security.
Highlight the 90% pure water + soft cotton formula.
Create a premium yet accessible baby-care identity.
Art Direction Concept:
For Fine, the art direction is split into two styles:
For Fine, the art direction is split into two styles:
Everyday Lifestyle: Uses real-life props (bags, clocks, school items) to communicate practicality and relevance in daily routines.
Humorous & Bold: Introduces dramatic and funny visual exaggerations (e.g., allergic man with red nose and flowers) to create attention-grabbing, relatable moments.
Visual Tone:
Clean and realistic for daily-use scenarios.
Bright and humorous for seasonal or exaggerated moments.
Bold typography and vibrant color palettes used to emphasize key messages.
Designing with empathy, humor, and a human touch.
Appreciate if you liked the journey 💙
Appreciate if you liked the journey 💙
