Modern ABC
Scented Body Wash
Client
Modern ABC
Service
Packaging design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2023
Modern ABC
Service
Packaging design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2023
Modern ABC Scented Body Wash has successfully risen rapidly in the highly competitive scented personal care market through systematic brand visual and product design upgrades. Since its official launch in 2020, with a precise positioning of “focusing on fragrance and emphasizing art,” the brand has rapidly expanded its offline channels nationwide. Within just a few months, it deployed more than 130 specialty stores across the country, covering first- and second-tier cities in most Chinese provinces. To date, the brand has opened nearly 30 specialty stores in major shopping malls nationwide, covering mid-to-high-end shopping centers in core regions such as Shanghai (Joy City Jing’an, Crystal Plaza Qiantan, Wujiaochang Wanda, etc.), East China (Jiangsu, Zhejiang, and Shanghai), South China (Guangzhou, Shenzhen, and Fujian), and Southwest China (Sichuan and Hunan). Online, it mainly operates through its Tmall flagship store and firmly ranks among the leading domestic brands in the rapidly growing scented body wash track. Consumers have described it as “smells good” and “fragrant without being overpowering, elegant without being vulgar,” creating an exceptionally high customer repurchase rate and strong word-of-mouth.
Modern ABC is a women’s lifestyle brand that embraces the aesthetics of freedom. Its slogan is “Always Be Charming — Live Freely, Be More Charming,” encouraging contemporary women to embrace themselves and maintain their unique charm at every stage of life. With “focused on fragrance, emphasizing art” as its core value and “Fragrance Life Artist” as its brand tagline, its products mainly include scented body wash, body lotion, hand cream, perfume, and home fragrance. Modern ABC aims to create an original scented personal care brand grounded in modern lifestyle aesthetics and extended through diverse artistic connotations.
This project was to create a brand visual and product design system for Modern ABC Scented Body Wash. The core objective was to help the brand establish a differentiated, artistic, and high-quality brand identity in the rapidly growing scented personal care track. Starting from the brand’s core value of “focused on fragrance, emphasizing art,” we established three major design directions: artistry, modernity, and fragrance experience. Brand visual system: Centered on the brand philosophy of “revitalizing body and mind and fully enjoying the art of modern bathing,” a complete VI system was built that combines modern aesthetics and artistic connotations, allowing the brand to visually convey the refined lifestyle of scented personal care. Product design and packaging innovation: Product development emphasizes deep collaboration with illustrators and perfumers, integrating fragrance note logic into the bathing experience—not overpowering odors with intense scents, but making fragrance a core component of the bathing experience. The bottle uses transparent frosted material and mist-blue labels, creating a unique visual identity on shelves. The brand has launched a body wash line covering more than ten fragrance variants, including osmanthus, citrus, mojito, white michelia, cherry blossom, rose water, and Nile citrus, meeting different consumers’ fragrance preferences. Through this design system combining artistic tonality, recognition efficiency, and fragrance experience, Modern ABC has successfully upgraded from a start-up personal care product to an original scented personal care brand with strong visual recognition, a complete product matrix, and nationwide channel layout.