Cosmetics industry in Indonesia is highly cluttered. Every brand projecting almost the same visual tone & mood. Pixy wants to achieve higher brand positioning in the industry. The competition also varied from established brand (such as Wardah) to new market entrants (such as Rollover Reaction, BLP, etc). They aimed for similar target group, which are women and young adults. Pixy faced challenging situation to strengthen its brand but also making it highly relatable with current audience trends. Akaraya is tasked to rejuvenate its visual content and strengthen its brand positioning for girls aged 18-25, nationwide.
Rejuvenate the brand imagery through distinctive visual concept and creating engaging / conversational content.