KADŌ is a new beauty and personal care brand inspired by consumers’ needs, people looking for products that help them feel good in their everyday lives, allowing them to indulge themselves and discover their best version.
The brand’s philosophy is not about changing or hiding, but about enhancing the beauty that exists in every individual, while enjoying the process.
Our challenge
Our challenge was to create a competitive brand within the category, capable of appealingly conveying its core values: closeness, authenticity, balance and research.
A brand with a strong, modern, feminine and contemporary identity, connected to an audience eager to find a product range that aligns with their own way of understanding and experiencing beauty.
Global branding
At Columna, we developed a global branding project covering everything from positioning strategy, values – attributes and personality, to concept creation, naming, brand identity, and the visual and verbal universe.
This was supported by a brand architecture for the different product categories and translated into an extensive packaging range, organised and clearly structured by territories, as well as a defined photographic style and communication strategy. All of this was brought together in a cross-channel launch plan starring actress Vanesa Romero as the brand’s main ambassador.
“Part of You”
Under the cross-channel communication claim “Part of You”, which conveys a brand story rooted in closeness and inspiration, we developed a brand launch that included a concept and product video, magazines, inserts, display materials, a dedicated website and strong in-store visibility.
