CHROMA’s packaging by Marc Atlan is made to work in Target’s stores

CHROMA by Corpus is an aluminium-free deodorant and a moisturising body wash, sold in three fragrances with a trio of colours each. Where its parent brand Corpus is quiet, premium body care built on mint green, CHROMA was made for mass retail, debuting through Target Beauty Studio in 611 locations. “I wanted to explore a more expressive world of fragrance and colour, but I did not want to change Corpus in order to do it,” Founder Jean-Pierre Mastey explains. Mastey commissioned the packaging design from Marc Atlan – a close friend whom he has known for almost 20 years. CHROMA is Greek for colour. “As soon as I heard the brand name, I felt that the design was contained within the name itself. The word gave me the brief,” Atlan tells us. “The physical packaging architecture was already established, but very little else was fixed. The brief was really about using colour in a way that felt unexpected for body care – expressive and emotional, but still disciplined,” Mastey notes. “Corpus had established a recognisable visual world around its distinctive mint green,” Atlan details. “Additional colours had been explored, but they remained within that same muted, soft and delicate territory. For CHROMA, that felt simply too timid.” “I thought it should be ‘A Celebration of Colour.’ An unapologetic celebration not of one colour, but of all of them. The main idea was to use colour as a language,” he continues. “Beauty and fragrance have historically used colour as a shortcut. Certain colours are coded as feminine, others as masculine,” he adds. “Pink tells you one story, blue a different one. None of that interested me.”