'Your skin is your canvas', reads the new strapline in an identity refresh by JDO for BIC's BodyMark brand, a range of temporary tattoo markers. It's a delicate balance between creative expression and clean minimalism, but the London agency achieves it.
Global design agency JDO's new design for BodyMark responds to the brief that called for "fresh energy and confidence" and to "break category conventions to deliver powerful standout as it invites young creatives to express themselves without limits". Its parent company BIC wanted to lift its sub-brand from other products in its portfolio with a premium and cosmetic feel whilst not forgetting its overarching positioning as a "provider of simple, reliable choices for everyone, everywhere, every time".
As such, JDO had to balance this call for creativity with the need to convey simplicity, creating a brand that stands out and inspires. The bold new wordmark, for instance, gives the brand a dose of newfound confidence whilst fresh, vibrant teal makes the range pop out on the shelf. Pack photography features a diverse range of 'tattooed' arms to spark that creativity and celebrate the freedom of adorning your body with drawings and designs. Though lively and bright, the new look is deliberately uncluttered, making way for future campaigns so young creative consumers can "make their mark" for Pride, Halloween and much more.
"I believe that everyone at some time or another has had the urge to turn their skin into a canvas," says Ben Oates, group creative director at JDO. "In designing the identity and packaging, we really wanted to show that this is not just another stationery product, but an incredibly special and unique creative tool that beauty fanatics, body artists, aspiring illustrators, and everyone in-between can use to unleash their imaginations."