When a client approached Say Design to create the brand identity for a novel cosmetic product line for men and women to be sold exclusively online for the Italian market, the design firm was initially doubtful.

The packaging employs the energy of the brand.

¡¡ãItalian consumers are famously reluctant to buy online, and prefer researching on the web before buying at the local shop. Moreover, budget constraints meant that our primary vehicle would have to be word of mouth marketing,¡¡À says Melanie De Jesus, press officer for Say Designs, in Vicenza, Italy.

The designers knew a unique brand strategy was needed to circumvent this problem and the formulation for the unisex body spray served to be the answer. ¡¡ãWe found the solution in the energizing nature of Mist, the first product due to be launched. It is a revitalizing body spray containing a selective set of ingredients, such as viper serum and soybean oil, as well as a particularly light fragrance. Mist is particularly suited to young adults on the go,¡¡À she explains.

In addition, the brand identity company liked the idea of a product that could diffuse a sense of vitality into a target market hard-hit by the recent economic crisis. ¡¡ãWhat better way to spread energy than to reach out and share it?¡¡À says De Jesus. ¡¡ãThen we had the idea that a product sample would be included in each retail package to pass on as a gift.