DESCRIPTION

The launch of the Lotus Dream Serum marked a pivotal shift for Fresh, transitioning the brand from its heritage in masks to a credible authority in efficacy-driven skincare. Designed for Asian markets—particularly China and Southeast Asia—the campaign aimed to solidify Fresh’s leadership in results-oriented innovation. Drawing inspiration from the lotus flower’s natural cycle—submerging at night and resurfacing at dawn—the narrative mirrored the serum’s overnight renewal benefits, blending poetic symbolism with scientific performance. To reinforce this evolution, the packaging introduced a new silhouette within the serum category, combining the heritage of modern apothecary with a sleek, contemporary design language—signaling authority while preserving the brand’s DNA.