Mixa
Working with DREAMCENTRIC

As part of its expansion into the United States, Mixa commissioned the agency Dreamcentric to conduct a study on the design of its packaging in order to evaluate the perception of the brand and the understanding of its product offering in this new market.

When a brand enters a new market, simply translating the packaging is not enough. In the US market, Mixa could not rely on the brand recognition it enjoys in Europe. It was therefore essential to clarify its positioning and make its product offering immediately understandable.

During this study and the consumer tests, I worked on the imagery associated with these products. The project focused on a range of four body care products, each associated with a functional ingredient and a specific benefit.

In 2022, the ingredient-based approach was still gaining traction in the US market. It quickly became clear to me that it was also very important to work on the structure and hierarchy of the packaging text elements and the key information displayed on the front of the pack.

One of the challenges was therefore to determine which elements should be prioritised—the ingredient, the product benefit or the skin concern being addressed—in order to identify the most intuitive structure for a consumer discovering Mixa for the first time, facilitate an immediate understanding of the product, support the discovery of the brand and differentiate the four products in the range.

The different concepts tested explored several levels of packaging communication: brand visibility, emphasis on benefits, prominence given to ingredients and expected results.

This project illustrates the role of packaging as a communication tool when a brand enters a new market. Beyond its aesthetic role, it becomes a genuine educational medium, capable of explaining the product offering, reassuring consumers and building trust at first glance.