JDO, a global design agency for BodyMark’s design responds well to the brief. The design was to be “fresh energy and confident” as well as to break category conventions. BodyMark is a platform for young artists to explore their creativity without limitations. BIC, its parent company, wanted to distinguish its subbrand from the rest of its products by giving it a more cosmetic and premium feel while still maintaining its overall positioning as “providers of simple, reliable options for everybody, anywhere, anytime”.
JDO needed to strike a balance between creativity and simplicity in order to create a brand that is distinctive and inspiring. For example, the bold, new wordmark gives JDO a boost of confidence while the new, bright teal color makes it stand out. The pack photography showcases a variety of “tattooed” arms that spark creativity. The new design is bright and vibrant, but it’s also uncluttered. This allows for future campaigns for young, creative consumers to “make their mark” on Pride and Halloween.
Ben Oates (group creative director, JDO) says that “I believe everyone has felt the need to make their skin a canvas at some point in time.” We wanted to make this a unique and special tool for beauty lovers, artists and illustrators.