Student Spotlight: PURE by BMW

Adam Mulyadi, a recent graduate from the Academy of Art University, asks, what would it look like if BMW expanded into skincare? An interesting idea:

"Bayerische Motoren Werke AG (BMW) is a German manufacturer of automobiles, motorcycles, and aircraft engines. Based in Munich, Germany, the company is the leading auto exporter in Europe. Because of its successes, BMW wants to expand their line, not just with automobiles, but also with skincare products. However, the skincare products should resemble its automobiles design. Therefore, we created a new and sophisticated skincare line for BMW Company.

Derived from the idea of “Angel Eyes” that every BMW has, we created a skincare product based on its famous “Angel Eyes” headlight. We named it PURE because "Angel Eyes" represents heaven which is an expression of purity, innocence, and perfection."

More images after the jump.

 

Comments

[drifting creatives]

Very cool. I love the cross-pollination idea.

[Yael Miller]

Adam is really talented. All you've featured from him are really excellent. Thank you, Adam for sharing!

[e46fanatic]

Very interesting idea, but I would've gone in a different direction; I would not have focused on the halos or so-called "angel eyes," or "demon eyes." It is very difficult to discern for the average consumer. I would've put more time in the BMW heritage, meaning I would've tried to incorporate the kidney grills or the BMW roundel design, rather than the halos. Moreover, I would have incorporated carbon fiber into the design, considering its massive appeal in pop culture and automotive industries.

[Brianna]

Does the skincare products have that new car smell?

[Andy]

The design doesn't really relate to BMW that much in my eyes, which may or may not be relevant, but it's an interesting idea. Unfortunately, the justified text kills it big time.

[Brian Son]

As a stand-alone product, it's very nice. Beautiful layout and type and colors are great.

But who is the target audience? With the serif type, grey and orange colors, I would say it is geared towards men.

However, is this geared towards BMW drivers or consumers? Or was that something was important in BMW holding the main name as the company of this particular skincare company? Instead of only concentrating on the fact of BMW catering towards skincare, it would be important to ask what and more importantly, why and how?

Angel eyes have been around for several years now, but in no way it is truly unique to BMWs. BMW is known for other things such as having the M3, with highest reviews of any car consumer (Motor Trend) or their prestige in racing. I think a little more research in their history as an automaker, what makes their cars world-class and world-known and their company as it is now, would have decided to make this product line look vastly different.

Again, the design is beautiful. However, with the target being a BMW product line, not just one by another skincare company, does it do the job? Not so much.

[mcchoc]

If it were to appeal to the typical BMW Motorrad rider, it would have to exhibit the faint aroma of strong German lager with top notes of sausage and apfelstrude. Harley already do an aftershave - very popular with their riders, & with some of their male riders too.