Necia Branding

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 Juan Sebastián Carvajal's creative mind alongside his team.

Working with the brand, Juan Sebastián 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 Sangría*. 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.

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: Juan Sebastián Carvajal Photography: Juan Gabriel Salazar @PATATASTUDIO Brand manager: Alejandra Callejas