PROJECTS

PUIG -TALENT PROGRAM

Brand Book
Naming
Visual identity
Narrative manifesto
Video manifesto
Messaging system
Art direction
Merchandising
Internal campaign

Neos
Shape what’s next.

Puig, a global leader in fragrance and the world’s tenth-largest beauty group, had a development programme with strong internal recognition, but with a generic name: Talent. A name that could belong to any company, in any sector. For profiles around thirty, with ambition and curiosity, it did not inspire or create desire.

And there was another significant formal challenge: Puig’s corporate identity permeates all communication.

How do you build a brand with almost no logo presence? How do you express a personality of its own within the codes of the mother brand?

THE STRATEGIC APPROACH

If the visual space was limited, we would build from the narrative.

A story powerful enough to create its own world within the Puig universe.

Through the naming, we created the conceptual space. Through the art direction, a visual system within the codes of editorial luxury.

There was no need for a new logo.

The story would be enough.

THE SOLUTION

A new name for the programme: Neos.

From the Greek νέος: new, young, renewed.

It does not describe a programme. It names a state: that of someone moving towards what comes next.

The manifesto was built as a piece with its own identity:

“There’s a space between what we are and what we can become. That’s where Neos lives.”

An invitation to act that turns a corporate programme into a place to belong.

The visual universe combines six registers —conceptual, inspirational, beauty, creative, editorial and dreamlike— with grids that create rhythm and tension.

Editorial photography, visual metaphors, digital artworks, and more.

A layered messaging system —for the company, for the individual, for the future— that unfolds from the internal campaign through to the merchandising.