Identica makes Aculight work of cosmetics

Identica has created the branding and identity for Aculight, a new cosmetic skin improvement and hair removal technology. The identity was developed to differentiate Aculight from similar treatments found in salons and health spas.

A set of seven core images featuring TV presenter Kate Sharman was produced using a halo-effect creative device that echoes the human body’s form, and reflects the pulse light technology developed by medical company ESC Sharplan.

The identity features a purple and blue colour palette.

“The brand positioning was developed to embrace the technological aspects of the product, but more importantly, to convey a sense of effectiveness and safety,” according to Identica account director Sarah Codrington.

In research, the name Aculight was seen as relevant and explanatory, and was easy to pronounce, she adds. The identity, which launches in the US in November, will be featured on in-store communications, direct marketing and press advertising.

The company aims to roll out to further markets, including the UK, at a later date.