Necia is a Colombian virtual store of beauty and personal care products. This brand wanted to get into the market with bold and unique communication for the makeup and skincare segment. Behind this disruptive branding and art direction is/u00a0Juan Sebasti/u00e1n Carvajal's creative mind alongside his team./u00a0

Working with the brand, Juan Sebasti/u00e1n found out that the sentence "Cheers" was a set of concepts that allowed us to speak about personal care *health* and, also, about having fun, *drinking a glass of Sangr/u00eda*. This was the concept to build the brand's central idea and create launch its campaign. Respecting the brand's art direction, the creative team wanted to build a brand with a wide range of colors and risky combinations to mix them with editorial photography./u00a0

All in all, the brand brings a young and colorful look and feel. Plus, Necia's bold attitude and loudness reflect teenagers' features. Remember: Necia stands for naughty ;)

Additional credits Art direction and design:/u00a0Juan Sebasti/u00e1n Carvajal Photography:/u00a0Juan Gabriel Salazar/u00a0@PATATASTUDIO Brand manager: Alejandra Callejas