The task
LIC is a Russian professional make-up brand: it is what make-up artists work with, and it sits on the shelves of Rive Gauche and Golden Apple. The client was launching a new line and came for the whole chain, from research to working sales. Entering a crowded niche with "one more line" would be pointless — first understand what it will stand for, then draw the packaging and build the store.
The approach
We walked the chain in order without skipping: audience and trend research → brand platform → identity and packaging → online store. Each step leaned on the previous one, which is why the store did not get "styled to match the brand" — it grew out of it.
What we did
Research. Audience, competitors and niche trends: where a free position exists in skincare.
Brand platform. The brand's positioning and messages.
Identity and packaging. The visual language and the packaging system for the range.
Online store. Storefront, catalogue and product pages in the brand's language — the path from first touch to purchase on one platform.
The result
- a brand built on research, not guesses
- the packaging and the store speak one language
- an owned sales channel from day one
