ClientROC
Skills
Strategy & Branding
Project
360° Brand Identity
Deliverables
Brand Strategy, Identity, Brand Guidelines, Packaging System, Social, and Marketing Collateral
Roll
Design Director
OVERVIEW
65 years of innovation.
RoC®, established in 1957 in Paris, is a pioneer in skincare innovation, recognized for developing the first hypoallergenic product and stabilizing Retinol. The brand partners with dermatologists to comprehend skin needs, using advanced technology to provide clinically proven skincare solutions for all life stages.
Background
Create a comprehensive brand strategy and rebranding program for a skincare legend.
Johnson & Johnson Strategic Design Office entrusted me with the opportunity to craft a groundbreaking brand strategy, identity, and packaging system for its esteemed classic French skincare line.
To keep ROC at the forefront of our customer's minds, whether shopping in-store or online, we created an immersive 360 brand strategy that uses multiple channels to communicate the brand effectively.
Objective
Brand
Discovery
In aligning with RoC’s core brand values, we initiated a comprehensive discovery process. This involved conducting in-depth interviews with customers, sales associates, stakeholders, and clinicians to gather valuable insights. Drawing from an extensive understanding of RoC’s heritage and present market positioning, we developed a wayfinding map designed to serve as a strategic cornerstone for the brand’s future trajectory.
Roc Brand Values
ROC stands as a beacon of accessible dermatology, dedicated to achieving transformative results and upholding an environment free from the encumbrances of pretentious gimmicks. Here, we invite a dialogue between art and science, transforming the dermatological experience into an art form that is both approachable and profoundly impactful.
At ROC, we believe that while "green is good, science is better." We provide clinically formulated solutions that deliver visible and tangible results for women. ROC keeps its promises through rigorous dermatological research, artistic precision, and the robust scientific method. This approach allows us to create effective formulas that address actual skin conditions. Unlike the simplified tactics used by others in the market, ROC offers online access to skincare specialists who help customers find sensible and tailored solutions for their unique needs.IN THE PAST
ROC offered a genuine solution for different skin types, tackling the negative impact of harsh stage makeup that harmed mid-century stars and socialites. A Parisian pharmacist launched the first hypoallergenic cosmetics line, leading the way for natural and sensitive skincare with pure formulas that avoided irritating fragrances, pigments, and oils that were typical back then.TODAY & TOMORROW
ROC transforms the journey to beautiful skin, eliminating the need for tedious appointments while delivering effective results. Our approach combines science with meaningful human values, as ROC’s skilled dermatologists and artisans create solutions for various skin conditions and aesthetic goals. Each product is carefully formulated and tested, ensuring top-notch efficacy, which defines ROC’s innovative skincare philosophy.Design Program
Brand
Boundaries
We meticulously crafted a comprehensive evolution of our brand identifier to assess customer reactions. Our objective was to glean key insights into target expectations. The core inquiry centered on the extent to which we could advance the brand’s evolution and the direction our customers envision for its future.
Logo
Design
Color
Palette
ROC Color Strategy character traits
Clean, Effective, Trustworthy
Elegant yet Highly Active
Confident & Honest
At ROC, colors are more than shades; they are the embodiment of our commitment to pushing boundaries and exploring new horizons in skincare. We invite you to explore the vibrancy of our color strategy and how it brings our visions to life, infusing the golden age of French New Wave with a dynamic and innovative essence that sets it apart in a crowded marketplace. 
Just as wood is easier to split with the grain than against it, gemstone cleavage is the tendency of certain crystals to break along definite plane surfaces. By shedding weak atomic bonds, we create efficient and dazzling forms that celebrate the strongest connections. Channeling this spirit of atomic stability and inspired by the natural structures that let us sculpt raw crystal into objects of lasting value, we build a premium skincare brand that maximizes performance, safety, beauty, and social/interpersonal bonds.
Packaging System
Our design philosophy intricately intertwines clinical innovation with the enduring elegance emblematic of the mid-century era, creating an immersive experience that resonates with discerning patrons.
In my role as a designer, I unveiled a brand aesthetic that harmoniously respects the tenets of modern traditions while artfully navigating the delicate balance between clinical precision and captivating aesthetic appeal.