004
Émillie Anne
A year of campaign for a New York jewelry label, and the brand system that came out of making it.
Work
Ricca
Store banners, social carousels, and e-commerce packaging for a Brazilian mass-market beauty brand, made inside a brand system that already existed.
(01) Context
Ricca is a Brazilian beauty brand from Belliz Company: haircare, skincare, makeup, and beauty accessories, sold in pharmacies, supermarkets, and online.
I came in through the marketing team and worked directly with the internal client. The brand system was already there: the colour blocks, the cutout portraits, the type. The brief was to run it properly at the volume the store needed, and that is what the client actually needed too.
That is a different problem from designing a brand. Every piece had to read as Ricca before it read as mine, and the same layout had to survive both a 1792px desktop banner and a 414px phone.
(02) Scope
- Category banners for six store categories, in desktop and mobile versions
- Store banners: the header strip for the storefront
- Social carousels across two parallel campaign lines
- E-commerce packaging: mailer box, shipping carton, poly mailer
(03) Category system
Six categories, one skeleton: a colour block carrying the headline, a framed portrait cut in on the right, a call to action underneath. Colour is the only variable that moves between them. It is what makes six banners read as one shelf instead of six promotions.
Not the desktop banner scaled down. The headline moves above the portrait and the colour block splits in two, because at 414px the side-by-side split leaves neither the text nor the face readable.
(04) In the store
The banners went live on Ricca's official Mercado Livre store, which is where most of this work was meant to land.
(05) Social
Brand line
Two campaign lines running in parallel. One is the brand line, built on before and after and on customer quotes. The other is the explainer line: one product per carousel, what it does and how to use it.
(06) E-commerce packaging
What the customer actually opens. The wordmark sits on the lid, the pattern repeats down the sides, and there is a printed message with a QR code waiting inside the box.
Contact