PROCESS BOOK
Anna Stone
intro-duction
Brief How to make a difference? Create three final outcomes to show the application of how a product can make a difference.
Initial thoughts... I want to design a sustainable makeup range. By doing this I would design the branding, create the product packaging, create an advert, and design a website. I want to try to design and make packaging, because I want challenge myself and try a new form of graphic design out. I always look at packaging in shops and usually admire them, however I wanted to learn to create my own packaging. I also want to create a website to show how the online shop would look like. The advert would show how the products and new brand would be promoted to tell other people about the brand and new makeup range.
contents
1. Research 7 Current Sustainable Makeup Brands 8 Drugstore Makeup 12 Sustainable Packaging 16 Bamboo 17 Steel 18 Why is Sustainability Good? 20 Cruelty-free, Vegan & Veg. Ink 22 UN Sustainability Goals 24 Circular Economy 26 Ellen MacArthur Foundation 28 Research in Books 30 Boards 32 CYO Research & Products 38 Current Packaging Trends Sketches 40 Pin-up Presentation
2. Branding 42 Branding Process 48 Product Name Ideas
4. Advert 72 Advert Process 80 Final Adverts
5. Website 84 Website Plan 86 Website Designs
3. Packaging 50 Packaging Ideas 52 Outer Packaging Designs 66 Prototypes 70 Final Packaging
90 Reflection 92 Bibliography
1. Research
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Current Sustainable Makeup Brands
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I started my research by finding sustainable brands that are already out there. I found that a lot of sustainable brands priced their products at quite an expensive price, which would fall into the high-end market. This motivated me to want to price my products at drugstore, affordable prices, so that more people can afford the products. I did not understand why they priced the products so high, as surely, they would want more people to buy their sustainable products, to help impact the planet in a positive way.
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Sustainable Packaging I then started researching about sustainable packaging and what goes into making packaging sustainable. It was really interesting learning what classifies something sustainable.
What Qualifies as Sustainable Packaging? The term sustainable packaging encompasses a variety of ecologically friendly materials, practices, and design ideas. It also doesn’t just stop at the physical packaging materials either.. Sustainability in packaging includes the entire supply chain. Manufacturers and brands of all sizes have the option to adopt any combination of sustainable practices in order to make their business more ecologically friendly. The goal is to improve the longevity of our planet and all living things that reside here.. Especially we, the people. In general, packaging sustainably should follow some of these basic principles: > First, the Sustainable Packaging Alliance (SPA) has determined that in order for a package to be considered sustainable it requires the 4 following traits: • Effective- Provides value by protecting the contents within throughout the supply chain and supports informed and responsible consumption. • Efficient- The packaging line and machinery used are designed to utilize materials as efficiently as possible throughout the product lifecycle. • Cyclic- The materials used to package are continuously cycled through natural or technical systems to minimize degradation or the use of upgrading additives. • Safe- All parts of the packaging must not pose any risk to human health or the planet. > Packaging materials should come from recyclable, renewable sources. This means using postconsumer recycled materials, materials that do not contain hazardous chemicals or carcinogens, and/or ensuring that packaging materials are biodegradable or recyclable. > Avoid waste wherever possible. This includes streamlining packaging so that it is leaner and requires less material as well as making plant operations more efficient. Look at the machinery on your packaging line. There are new technologies available to reduce or even eliminate packaging waste from production. > Take into account your product lifecycle. Find ways to implement green initiatives at any touch-point that exists on your products journey to the consumer and beyond. Include shelf life and increasing longevity of the product with optimized packaging materials.
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How sustainable are biodegradable and plant-based plastics? Where bioplastics theoretically are an answer to our dependence on fossil fuels to manufacture the plastics the world demands, biodegradable bioplastics are meant to be a solution for the world’s plastic waste problem. However, in most cases, biodegradable bioplastics will only break down in a high-temperature industrial composting facility, not your average household compost bin. Plus, these are not recyclable. This wouldn’t be as much of a concern if we had a great composting infrastructure, but we don’t. With only about 200 industrial composting facilities in the United States and 50 million tons of organic waste still ending up in landfills across the country each year, we are ill-equipped to adequately compost any meaningful volumes of biodegradable plastic. In fact, many operational industrial composting facilities today won’t even accept PLA and other biodegradable plastics—they are seen as contamination risks. A better solution might be to place the focus on durable bioplastics that are made from plant materials, but can still be recycled. This way, the valuable energy and material inputs can be kept in the production cycle longer. It also makes far more sense to build a bio-based plastic that fits into our existing infrastructure, rather than building an entirely new biodegradable plastic composting infrastructure from scratch. If we hope to truly make durable bioplastics as viable as they could be, we will need to start curbing the demand for plastics overall. With less demand, the market will be in a far better place to meet demand with more contained impacts to the environment. How do we reduce the demand for plastic? When manufacturers and major brands commit to packaging designs that are more durable and made to last, consumers have the opportunity to make more sustainable purchasing decisions. 13
Plastics nowadays are seen as something bad and a material we want to get rid of. However, plastics individually are not that bad a material, and make a positive impact in some ways. For example, according to the British Plastics Federation, they say “a cucumber loses moisture quickly and would be unsaleable within 3 days were it not protected by 1.5 grams of plastic. We do need to consider this is coming from a highly biased source, however plastics do make a difference. The main reason why people think plastic is not good for the environment, is how it is made, as it is made by using crude oil. Transforming the crude oil into plastic is not very environmentally friendly, as it creates a lot of waste which sometimes goes into the sea. Also, not all plastics are recyclable. Even if it is the recyclable type of plastic, people don’t always recycle it properly - sometimes throw it into the general bin, instead of recycling bin, or they do not clean the material before recycling, for example.
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10 ways to design sustainable packaging with intent In mid-summer 2016, industrial design director at Kaleidoscope Bryan Shova succinctly outlined 10 principles of designing sustainable packaging. These helpful tips continue to resonate with our global audience—and saw an unprecedented spike in page views this month when it went viral in India. In a nutshell, Shova recommends: 1. Start with commodity materials that are commonly recycled. 2. Design the package from a single material. 3. Focus on the product-to-package ratio. 4. Design for assembly at the point of manufacture. 5. Avoid gluing and laminations. 6. Design for distribution. 7. Eliminate secondary and tertiary packaging when possible. 8. Design for disassembly. 9. Clearly mark the materials on the packaging components. 10. Use Lifecycle Assessment.
5 exciting emerging sustainable packaging materials to watch in 2016 1. Sustainable Aqueous Barrier Coatings New sustainable coatings improve any fibre products (by preventing moisture from penetrating the material and potentially contaminating foods) and present alternatives to laminated structures that, in contrast to those treated with new sustainable coatings, cannot be recycled. In sustainable practices, this is a major differentiator factor of this new technology.
2. Moulded Fibre Printing
3. Light Weight Insulation
New technology enables highresolution fourcolor graphics to be applied directly on the surface of moulded fibre packaging. Benefits include visually appealing graphics and better packaging sustainability (no need for additional outer packaging or wrap with a label on it) at a low per-unit cost and higher production rate with less barrier on time.
Chill Buddy is a lightweight, durable insulation for hot or cold applications. The temperaturecontrolling packaging material offers clear advantages over conventional insulated blanket technology and is a flexible, sustainable alternative to expanded polystyrene (EPS) foam. Commercialized in Europe, retail stores leverage the new technology for shrouds over dolly, roll cages and pallets. These shrouds maintain chilled conditions for more than 3.5 hours—and are particularly useful in stores with limited space for refrigeration and when products have high turnover.
4. MicroFibrillated Cellulose (MFC) Specialty Fibre MFC is a unique fibre extracted from plant waste, used to strengthen and lighten fibre products sustainably. Benefits from this technology include reduced material with maintained performance, a material stronger and stiffer than glass or carbon fibre (but lighter weight), improved crack resistance and efficient rheology aid. It also provides oxygen and moister barriers. You can significantly enhance product performance with minimal additions of the material to existing substrates. For example, 1% can result in a 15% to 20% product performance improvement.
5. MicroPattern Material Enhancement Emerging technology transforms the surfaces of cups with micropatterning. Without having any impact on graphic presentation, this new technology from Hoowaki not only provides improved grip, comfort and handling of hot beverages, but slows the formation of condensation and improves material performance characteristics without changing or introducing new chemistry.
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Bamboo Examples:
https://www.dell.com/learn/uk/en/ukcorp1/corpcomm/bamboo-packaging
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https://www.alibaba.com/showroom/bamboopackaging.html
Steel
Steel for packaging (cans) has the highest recycling rate of all packaging materials - 77.5% according to independently verified figures from APEAL (Association of European Producers of Steel for Packaging). Cartons, by comparison, have a recycling rate of just 41% But why do recycling rates matter? Because while a pack may claim no end of recycling attributes, if there’s not an infrastructure in place to collect and actually recycle it, then they’re really not worth the packaging they’re printed on. https://tinwaredirect.com/blogs/tips-advice/metalthe-most-recycled-packaging-material
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Why is Sustainability Good? I further considered why sustainability is good, according to the Packaging Digest, and why it should be an aim in the brand’s ethos: Sustainability in packaging has never been more important. So say 92% of respondents to the 2017 Sustainable Packaging Study. Now in its tenth year, this annual research provides insights into the trends, issues and concerns of the sustainable packaging community. 2017 is no different. • Whose job is it to educate consumers on sustainable packaging? Brand owners—89% of them—think they are mostly responsible. • When it comes to packaging materials, brand owners are currently sourcing more fibre than plastic, but they are more interested in sourcing bio-based or post-consumer recycled plastics. • Most companies (74%) put an emphasis on using recycled-content materials for their packaging. That helps fuel the market for recyclables, which, in turn, feeds the demand for recycled content in a positive economic circle. But companies not using recycled content have some pretty good reasons. https://www.packagingdigest.com/sustainablepackaging/sustainable-packaging-is-moreimportant-than-ever-2017-09-19
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Bottles, jars, tubes and closures for personal care products contain from 25% to 100% post-consumer recycled content. https://www.packagingdigest.com/sustainable-packaging/recycledcontent-sets-beauty-and-personal-care-packaging-apart-2018-11-09
Efforts such as light weighting, moving to plant-based plastics and using renewable energy sources have helped companies get closer to their carbon footprint goals, but betting on recycled content has the potential to be just as powerful. Even if we ensure that consumers know to put a package in the recycling cart, that a Materials Recovery Facility (MRF) can sort the package into the correct bale, and that reprocessors can turn those materials into new pellets, flakes or sheets, if at the end of the day no one is willing to buy the reclaimed material, then the recycling system cannot continue to make a profit or exist. Strong end markets are needed to live up to the promise of a recycling system that allows us to reuse materials and consume fewer natural resources. According to the EPA’s Inventory of U.S. Greenhouse Gas Emissions and Sinks, landfills are the third largest source of methane emissions in the U.S. and paper is the third most prevalent material in municipal solid waste. Recycling glass, metals, and plastics uses less energy and emits fewer greenhouse gases than the extraction of crude oil, natural gas and other fossil fuels needed to make virgin feedstocks. Recycling paper reduces greenhouse gas emissions that would otherwise be produced by paper decomposing in landfills. Recycled content is also a way to appeal to environmentally aware consumers. Various studies have found that consumers are choosing brands
they view as sustainable and, in some cases, are willing to pay more for it. Recycled content doesn’t have to go back into packaging to strengthen the recycling system. Companies can also use recycled content in durable products, like pallets, trash bags, recycling carts and crates. The Association of Plastic Recyclers’ Demand Champions program encourages sustainably-minded consumers to purchase these types of durable goods containing recycled content. These Demand Champions are increasing domestic demand for recycled goods. So putting more recycled content in packaging and durable goods helps the recycling system stay viable and reduces environmental impacts. But how do we do it? Increasing the recycled content in packaging will not happen overnight, of course. It will require seeking buy-in from colleagues and decision-makers in your company, research into options, and consideration of trade-offs and how to manage them. If you’re a brand that uses recycled content, let your customers know that their purchase helps preserve natural resources while reducing greenhouse gas emissions. Consumers cannot help us make strides on sustainability challenges if they don’t know how your products impact the environment and reach their own sustainability goals.
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Cruelty-free, Vegan & Veg. Ink What is vegan? The definition of vegan makeup is that it is a product that does not contain any animal by-product. A by-product can be an animal ingredient or animal-derived ingredient. So, for example, a vegan lipstick wouldn’t contain the ingredient beeswax as this is derived directly from bees. To most people the term ‘vegan’ should also imply that the product isn’t tested on animals however this isn’t regulated so go easy on the assumptions. A product can be tested on animals and still legally claim to be ‘vegan’.
What is cruelty-free? A product that is labelled cruelty-free would have been produced without any form of animal testing throughout the creation and production process. And yes, there is a difference between the ‘creation’ part and the ‘production’ part as this stops brands from say not testing the final product on animals but throughout the production process doing the opposite. It even extends to any third parties too. Sometimes a product will state it is ‘required by law’ to test on animals to comply with various legislation around the world. But, even so always remember that these products are 100% not cruelty-free. 20
What is veg. ink? Vegetable based inks are better for the environment as they are made from vegetable oil or soybeans. Through sustainable farming, these plants also reduce the amount of CO2 in the air, further combating the fight against climate change by reducing air pollution. An added benefit of the use of natural ingredients is that they are less harmful to both the environment and the staff handling them. Vegetable based inks also help with the recycling process as they are easier to remove from recycled paper and print during the de-inking process of recycling. https://hhreeds.co.uk/news/vegetable-basedinks/
Animal by-products you need to look out for Wouldn’t it be easy if an ingredient was labelled ‘I’m an animal by-product’? Unfortunately, it might not be as easy as that to spot whether your product is vegan or not. So, to make your life easier we’ve picked out common ingredients, that you will want to avoid if you’re looking for vegan beauty products. Collagen
Often used in anti-ageing products due to its plumping and firming effect, collagen is naturally produced in animals. In order to get the protein for beauty purposes, it is normally taken from dead animal’s bones, connective tissue and skin – definitely not veganfriendly! Beeswax
Guanine
This gives extra shine and sparkle to your blusher, eyeshadow and nail polish. It is created by scraping fish scales off dead fish and soaking them in alcohol to create an iridescent solution. Lanolin
Sometimes used in lip balms and lotions, this is a fat that’s created from the grease in sheep’s hair. Squalene
Commonly used in various moisturisers and cosmetics this ingredient is made from the oils found in the liver of sharks. Not to be confused with squalane, which is a cruelty-free alternative usually made from either olive or sugar cane. https://www.superdrug.com/blog/ask-theexperts/guide-cruelty-free-vegan-makeup
This is taken directly from a bee hive and can be used in eye shadow, foundation or lipstick. It is taken from worker bees and can take six or more pounds of honey to create just one pound of wax. Carmine
Known by many different names such as cochineal, cochineal extract, crimson lake, natural red 4, C.I. 75470, E120 and carminic acid – phew! This deep red colour is taken from crushed insect body and legs. Keratin
Used to give you luscious hair this is a protein that is naturally found in mammals, it’s generally taken from hair, nails and horns.
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Circular Economy At AUB there was a sustainability symposium that I went to. There were two talks I attended, however the one about the Circular Economy (presented by Simon from the Ellen MacArthur Foundation) was very interesting, and related well to this topic I chose. These are some notes I took from his talk about Circular Economy: • • • • •
Materials are being wasted minute by minute The current approach is ripe for disruption Systemic initiative - apply it to an industry Education - teaching people about it Communication - sharing information about it
98% virgin stock 78 million tonnes produced 14% incinerated 14% recycled - 2% reused 40% landfill 32% leakage
New Approach: • • • • •
“Design is the application of intent” “Design is the first signal of human intention” - William McDonough “You cannot unscramble an omelette” - Alysia Garmulewicz What is the intention for our design after use? How does it fit into the big picture?
Circular Economy: • • • •
Increasing interest in designing for the circular economy - The circular economy LinkedIn has 300,000 CDG users in 150 countries Good eco-friendly materials are Acar and Mycelium Don’t do quick fixes, but look at the overall process for it Good to also think about the potential energy waste
Renewable Energy: • • 24
Regenerating energy - important to look at where it comes from and where is goes Unilever is 100% circular
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Ellen MacArthur Foundation The Ellen MacArthur Foundation was launched in 2010 to accelerate the transition to a circular economy. Since its creation the charity has emerged as a global thought leader, establishing the circular economy on the agenda of decision makers across business, government and academia. With the support of its Core Philanthropic Partners SUN, MAVA, People’s Postcode Lottery and The Eric and Wendy Schmidt Fund for Strategic Innovation and Knowledge Partners Arup, IDEO, SYSTEMIQ & Dragon Rouge Ltd, the Foundation’s work focuses on six interlinking areas:
Learning Developing the vision, skills and mindsets needed to transition to a circular economy The Foundation emphasises interdisciplinary, project-based and participatory approaches, encompassing both formal education and informal learning. With a focus on online platforms, the Foundation provides insights and resources to support circular economy learning, and the systems thinking required to accelerate a transition. Our formal education work includes Higher Education programmes with partners in Europe, the U.S., India, China and South America, international curriculum development with schools and colleges, and corporate capacity building. Our informal learning work includes the development of the Circular Design Guide in collaboration with IDEO, and the global online Disruptive Innovation Festival.
Business
Catalysing circular innovation and creating the conditions for it to reach scale 26
Since its launch, the Foundation has emphasised the real-world relevance of the circular economy framework, recognising that business innovation sits at the heart of economic transitions. The Foundation works with its Global Partners (Danone, Google, H&M Group, Intesa Sanpaolo, NIKE Inc., Philips, Renault, SC Johnson, Solvay and Unilever) to develop scalable circular business initiatives and to address challenges to implementing them. The Circular Economy 100 programme brings together industry leading corporations, emerging innovators, affiliate networks, government authorities, regions and cities, to build circular capacity, address common barriers to progress, understand the necessary enabling conditions, and pilot circular practices, in a collaborative, pre-competitive environment.
Institutions, Governments and Cities
Catalysing circular innovation and creating the conditions for it to reach scale To complement its strong business engagement effort, the Foundation
works with governments and institutions, from municipal to international, with the aim of informing policymakers and supporting publicprivate co-creation mechanisms. Institutions, Governments & Cities can create the right enabling conditions for circular economy activity to thrive, set direction where appropriate, and be drivers of innovation and investment in a circular economy. From international institutions that set the global agenda to municipal entities that deliver change at the local level, the Foundation aims to engage stakeholders at all scales - from inspiration to implementation.
Insight and Analysis
Providing robust evidence about the benefits and implications of the transition The Foundation works to quantify the economic potential of the circular model and develop approaches for capturing this value. Our insight and analysis feeds into a growing body of economic reports highlighting the rationale for an accelerated transition towards the circular economy, and exploring the potential benefits across stakeholders and sectors. The circular economy is an evolving framework, and the Foundation continues to widen its understanding by working with international experts, key thinkers and leading academics.
Systemic Initiatives
Transforming key material flows to scale the circular economy globally
Taking a global, cross-sectoral approach to material flows, the Foundation is bringing together organisations from across value chains to tackle systemic stalemates that organisations cannot overcome in isolation. Plastics was identified through initial work by the Foundation with the World Economic Forum and McKinsey & Company as one of the value chains most representative of the current linear model, and is therefore the focus of the Foundation’s first Systemic Initiative. Applying the principles of the circular economy, the New Plastics Economy initiative, launched in May 2016, brings together key stakeholders to re-think and re-design the future of plastics, starting with packaging. Building on the success of this first Systemic Initiative, textile fibres became the Foundation’s second material stream focus, with the launch in May 2017 of Make Fashion Circular.
Communications
Engaging a global audience around the circular economy The Foundation communicates cutting edge ideas and insight through its circular economy research reports, case studies and books. Through digital media it reaches audiences who can accelerate the transition, globally. The Foundation aggregates, curates, and makes knowledge accessible through Circulate, an online information source dedicated to providing unique insight on the circular economy and related subjects.
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Research in Books I looked through a few packaging books to find some inspiration, and realised that I liked the style of either having a lovely pattern surrounding the whole package, or having a bit of a pattern, but balanced with a plain colour, whether it be white, black or one of the colours from the pattern. Some of the books I looked at were: Print Casebooks 10: The Best in Packaging, and The Little Book of Big Packaging Ideas.
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CYO Research Walgreens Boots Alliance intros CYO Cosmetics August 29, 2017
NEW YORK — Walgreens Boots Alliance today has launched CYO, an exclusive makeup line designed for younger customers, featuring 160 items that can be mixed and matched. The CYO portfolio includes eye shadows that can be used wet or dry for different effects, highlighting creams that can be mixed or layered for shimmer and an assortment of blushers. All items in the collection range in price from $3.50 to $7.50. “CYO is challenging the norms of how beauty products are used — we’re giving makeup a shake up,” said Lauren Consiglio, Americas category director overseeing CYO Cosmetics. “We’ve created an edgy line that doesn’t break the bank and goes beyond your typical beauty boundaries. This is for the new generation of beauty lovers who want to create and recreate the many versions of themselves, we’ll never say ‘do this’ or ‘look like that’, instead we’ll produce high-quality, functional products, that let them experiment and have fun.” Even the makeup brand’s name is customizable. According to the company, CYO stands for anything the customer wants it to stand for, such as “call your own,” “create your own” and “color your own.” Some of the 32
collection’s daily makeup essentials and on-trend products for face, eye and lip include: • • • •
Two-in-one lipstick and lip liners Highly pigmented metallic eye shadows that can be used as festival face paint Illuminating mixing creams to use under, over or mix with foundation Dual-ended highlight and contour sticks to sculpt and define
The company is leveraging #MIXLAYERHACK to emphasize the line’s versatility, reminding shoppers that they can mix, layer and hack their look. CYO Cosmetics is exclusively available online at Walgreens.com and at select Walgreens stores. https://www.drugstorenews.com/beauty/ walgreens-boots-alliance-intros-cyo-cosmetics/
This shows some of the face products CYO sell on their website. The reason I chose to base my products and subbrand off of CYO was because I liked their aesthetic and the prices they set their products at.
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CYO in Boots
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CYO Products
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These examples show why I wanted my brand to be CYO’s sub-brand - they combine two products in one. 37
Current Packaging Trends - Skteches I started sketching some current product packaging for each individual product type, so I could deduce what kind of shape I would want my products to look like.
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Pin-up Presentation In week 11 of the project we had to pin up what work we had so far to then get feedback. This is how I presented my work, including the feedback on the wall.
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2. Branding
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Brand Name Ideas
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Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
Honest
Pure
Fresh
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Brand Logo Designs I started looking at how the branding could be, by initially sketching out ideas. I then used Illustrator and created the sketched shapes using the pen tool. I tried out different ways it could look until I was happy.
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After experimenting, I decided to go with the logo indicated in the red box. I thought it worked well with CYO’s logo, as they also flip the middle letter to be backwards. The two logos on the next page show what the final logo looks like. It shows how it would be presented on either a white or a black background. 46
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Product Name Ideas FOUNDATION / CONCEALER - - - - - - - -
Transformation Cloud/y Cascade Darya (means “ocean” in Persian) Juniper (means young to produce or evergreen – defines the spirit of youth) Morning Dew (is a time of the early morning that leaves the ground moist) Morning Glory Genesis (means “the beginning”) - Foundation is what a lot of people start with, if they do not use primer - I like the strong name
POWDER - - - -
Petal Fleur Meadow (reflects the best of nature – sunshine, trees, open sky) Hyperion - (means “he who goes before the sun”) - I love how poetic it is, and works well with the nature theme
PALETTE - Sun Glow - Golden Hour - good name for the general palette - Fawn (means a “little young deer”) - Full palette - Blossom - potential blush name? - Primrose (means “first rose”) - potential blush name? - Chrysanthe (means “flower of gold” or “marigold” in Greek) - potential highlight colour name? - Hazel (light brown colour) potential bronzer name? - Blaze (means a lot of fire) - potential bronzer name - Phoenix (two meanings – mythical bird that rises from its ashes – also means “dark crimson”) - potential contour name? MASCARA / EYELINER - - - - 48
Butterfly Eyes Ivy (reflects simplicity, beauty, and elegance) Solstice (means “the time when the sun reaches its highest or lowest excursion relative to the celestial equator on the celestial sphere”) Wisteria / Wisperia (Wisteria is a latin word and stands for a flower with the
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same name Orion (means “rising in the sky”) - rising sky is like how the eye lashes sit (they rise from the eye
LIPSTICK - - - - -
Queen Bee Jade (gemstone) Sparrow (little bird) Aria (Self-contained piece for one voice, with or without instrumental or orchestral accompaniment) Mahogany - a deep brown colour - could represent the colour of lipstick as a nude brown shade
SETTING SPRAY - - - - - -
Calm after the rain Breeze Aria (means air) - so fitting as setting spray is a bit like a burst of air Darya (means “ocean” in Persian) Misty (means “covered by mist”) Kingfisher (birds found by the water, who swoop into the water to get food)
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3. Packaging
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Sketch Packaging Ideas
I started the packaging process by figuring out which makeup products I wanted to include in the new collection. I decided as it would be a sustainable brand, I wanted to limit the products to as few as possible, which helps the production process, and therefore the environment. Therefore, I decided to only create a Foundation/Concealer, Pressed Powder, Palette Quad that could be 5 different makeup items in one product, Mascara, Lipstick, and a Setting Spray.
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3D Rendering Examples A potential way the Lipstick could look
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Foundation bottle
Eyeliner compartment
Mascara compartment
The idea of how the mascara/eyeliner could look, however there is nothing out there like this, so my final product is just a mascara. 55
Outer Packaging - Bamboo
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Outer Packaging - Watercolour
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I first tested the different shades of the watercolours, and decided which would work the best for the makeup products I wanted. I decided on vague colour schemes for the face and eyes. I decided the face would have more neutral colours, and the eyes would be blue-themed. I experimented using those colours in a linear form, as well as attempting to blend them out from white to lighter blue and then to a darker blue-grey colour. 61
After scanning in these experiments, these were some of the outcomes I ended up with, by editing them into different colours of the same pattern. I visualised them on the potential packaging, and I really love this aesthetic. Not many, if any, makeup brands use watercolours in this way for their packaging.
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Outer Packaging - Mosaic
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To start the mosaic pattern, I experimented on Adobe Illustrator and created this pattern. Afterwards, I experimented with different colours.
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Prototyping - Watercolour
I started off using the watercolour background and applying it to a template to then print out. I put letters on the sides to see how it would end up when printing them out. After that, I could name the products and know which side it would go on.
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These were the final prototypes that I made, just using the basic shape of a closing box. I was going to change the shape to fit the products I would buy, if I decided to use the watercolour theme.
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Prototyping - Mosaic
These were my original prototypes of what I wanted to do, and was thinking of making. This was a completely different style to the watercolour prototypes, as it would have a sleeve and you would pull out the product, instead of open the box and take the product out. I preferred this style and I really liked this pattern. I had to make a few changes, as I had made each
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side of the prototypes different, instead of link from one pattern. This was not too hard to change, so I went ahead. I also decided that I would use 3 of the colours, and they would represent different makeup products. I decided the red-orange one would represent the facial makeup, blue would represent the eye makeup and the green-blue would represent the lipstick.
This is an example of all the parts that I designed for each product. These are the powder parts that I made, with the orange-coloured background, including stickers.
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Final Packaging
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Foundation
Powder
5-in-1 Palette
Mascara
Setting Spray
Lipstick
These are all the products I made all together. They contain the Foundation, Powder, Mascara, 5-in-1 Palette, Lipstick, and Setting Spray.
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4. Advert
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I started the advert process by brainstorming some ideas of what I could do for the advert. I quite liked the idea of either nature or fresh ingredients and then layering the mosaic pattern on the image. By using the mosaic pattern, it works with the branding of the makeup. The advert could then have a link to the website or at least have a hashtag or caption that links with HPF as a brand. 73
Once I decided on an image to edit, I layered the different patterns on. I felt like the colours were a bit
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bright, so I tried to dull the green and blue a bit, but still was not so happy. I placed the text and logo, however
decided this was not my final advert. I created some mock-ups, but then created a mood board as
well as another broader mind map.
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I started off by following one of the ideas on my mind map, trying to visualise the HPF using images to represent each letter. I decided to go with flowers, as I felt they represent the honesty, purity 78
and freshness the brand represents. It shows that HPF cares about the environment, and enhances the sustainability aspect. However, I decided the white text did not work very well, as you could not read
the text properly. I therefore decided to change the text colour to black.
I chose pink to represent the H for honesty as I felt like pink is quite an innocent colour - especially as it is pastel pink. White represents the P for purity as white is widely seen
as a pure colour. Red represents F for freshness as the flowers look really fresh and saturated. I feel like together, the three colours and letters complement each other really well.
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After putting it together, I tried two ways, but decided the second way (depicted below) worked the best as an advert.
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This shows how it could look when advertised around town, whether it is in the United States, or in the United Kingdom. This is advertised alongside another advert I created afterwards. I thought both advertised the products and the brand well in their own different ways.
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When I experimented with this advert, I wanted to highlight the two main areas where people put makeup, as well as the two main areas people tend to look and admire someone: their eyes and their lips. People tend to complement them on their eyes or their smile. I chose this image because I felt like the female represents the
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target age group, and she looks very normal and natural, which emphasises the natural look that HPF’s makeup range is promoting.
This is the final advert with the text, that could complement the previous advert.
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4. Website
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Website Plan
To view the final wesbite, please go to: https://annastone97.wixsite.com/hpf-cyo 85
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Reflection The final major project has been so much fun to create. For the past couple of years, I have wanted to create packaging, and so after considering different options of what to do, I decided I would choose the final major project to be the project I design and make packaging. I am glad I did, as now it has opened my eyes to wanting to pursue creating packaging as a career. There were a few struggles I went through during the process, and so I learnt a lot. One issue I had was with paper thickness. For the outer packaging, I wanted it thick enough to be stable, so I first ordered 400gsm paper. This was the correct thickness, however when I creased it to form it properly, it tore at the edges. I then ordered 350 gsm paper, which was not as bad, but still creased. I then went a lot lower and ordered 210 gsm, which worked well. Pete then suggested that I put thicker card on the inside, as there was room, so I did and it created the perfect thickness I was happy with. Another issue I came across was sticking on the labels on the products. The sticky paper I ordered was very strong, and so it had to be correct the first time, which is hard to do on cylindrical shapes. The printer ink also easily rubbed off onto your fingers when trying to apply them, which was a bit annoying. I therefore thought of using 90
glue, and gluing on the sticky paper (without peeling the back) so it would have that extra support, but would also mean I could rearrange if I had made a mistake. I also learnt how to physically create packaging. I found an amazing website which helps with templates, which helped so much for the outer packaging. I then could easily place my patterns I made into it, and edit around it. I marked, with small dots, where I would have to cut or bend, and so when I printed it, it worked well. Overall, I have absolutely loved this project, and am so glad I did it. I am glad I took that leap to choose packaging (alongside creating an advert and website) as it was a fun, new experience.
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Bibliography Research Websites Sustainable Makeup Brands: https://www.sustainablejungle.com/best-of-sustainable-beauty/best-cruelty-free-vegan-sustainablemakeup-brands-uk-2/ https://moralfibres.co.uk/zero-waste-plastic-free-makeup/ https://www.wearthlondon.com/blog/zerowaste-beauty-brands-uk https://uk.lush.com/products/makeup http://www.zaomakeup.co.uk/zao-range/eyes/pearly-eye-shadow http://www.zaomakeup.co.uk/zao-makeup-brand https://www.antonymcosmetics.com/collections/shop https://www.cultbeauty.co.uk/rms-beauty?ranMID=35269&ranEAID=29vQmToD89k&ranSiteID=29vQmT oD89k-oOoZxSlFIDkTbY8m24WR6A&utm_source=LS&utm_medium=affil&utm_campaign=generic&sit eID=29vQmToD89k-oOoZxSlFIDkTbY8m24WR6A&publisher_name=Moral+Fibres https://www.cultbeauty.co.uk/kjaer-weis/make-up/complexion https://www.etsy.com/uk/shop/dirtyhippiecosmetics https://www.phbethicalbeauty.co.uk/ https://www.rawbeautyminerals.com/ Drugstore makeup: https://people.com/style/beauty-awards-2017-best-makeup/ http://www.wayleads.net/?p=1283 Sustainable Materials Packaging: https://www.industrialpackaging.com/blog/save-money-with-sustainable-packaging-why-it-pays-to-usesustainable-materials https://www.packagingdigest.com/sustainable-packaging/sustainable-packaging-peaks-inoctober-2018-2018-11-06/page/0/4 https://www.packagingdigest.com/sustainable-packaging/how-sustainable-are-biodegradable-and-plantbased-plastics-2017-05-30 https://www.packagingdigest.com/packaging-design/5-exciting-emerging-sustainable-packagingmaterials-to-watch-in-2016-2016-02-24/page/0/4 https://www.packagingdigest.com/flexible-packaging/is-100-recyclable-flexible-packagingpossible140807 https://www.packagingdigest.com/sustainable-packaging/5-factors-affecting-sustainable-packaging92
moving-forward-2018-10-19 https://www.packagingdigest.com/sustainable-packaging/here-there-everywhere-global-differences-insustainable-packaging-2018-10-2 http://www.bpf.co.uk/sustainability/plastics_and_sustainability.aspx Bamboo: https://www.blueskysolutionsuk.com/product-news-blog/natural-bamboo/ https://www.dell.com/learn/uk/en/ukcorp1/corp-comm/bamboo-packaging https://www.alibaba.com/showroom/bamboo-packaging.html https://www.alibaba.com/product-detail/environmentally-friendly-green-cosmetic-packaging18mm_60713208220.html?spm=a2700.7724857.normalList.122.40f81358KefP8N https://www.alibaba.com/product-detail/50ml-100ml-150ml-200ml-bamboo-cosmetic_60815628015. html?spm=a2700.7724857.normalList.36.40f81358KefP8N https://www.alibaba.com/product-detail/Hot-sale-30g-50g-glass-jar_60683248693. html?spm=a2700.7724857.normalList.161.40f81358KefP8N Steel: http://www.meps.co.uk/ScrapPrice.htm https://tinwaredirect.com/blogs/tips-advice/metal-the-most-recycled-packaging-material Why Sustainability is Good: https://www.packagingdigest.com/sustainable-packaging/recycled-content-sets-beauty-and-personalcare-packaging-apart-2018-11-09 https://www.packagingdigest.com/sustainable-packaging/sustainable-packaging-is-more-important-thanever-2017-09-19 https://www.packagingdigest.com/sustainable-packaging/why-being-an-advocate-for-recycled-contentis-a-sustainability-win-2018-11-02 https://www.hughesent.com/blog/4-advantages-of-eco-friendly-packaging/ Cruelty-free and Vegan: https://www.superdrug.com/blog/ask-the-experts/guide-cruelty-free-vegan-makeup Veg. Ink: 93
https://hhreeds.co.uk/news/vegetable-based-inks/ UN Sustainability Goals: https://www.un.org/sustainabledevelopment/sustainable-development-goals/ CYO: https://www.glamourmagazine.co.uk/article/cyo-affordable-beauty-launches-in-boots https://www.cyocosmetics.com/uk/face https://www.boots.com/cyo/cyo-shop-all https://www.drugstorenews.com/beauty/walgreens-boots-alliance-intros-cyo-cosmetics/ Names: https://www.momjunction.com/articles/names-for-your-baby-girl-with-meanings_00329541/#gref Other Sustainable brands: https://www.aesop.com/us/p/skin/hydrate/parsley-seed-anti-oxidant-serum/ https://paulazuccotti.com/The-Book-The-Project https://www.ellenmacarthurfoundation.org/our-story/mission
Images Example Images: https://www.pexels.com/photo/woman-holding-a-pink-lipstick-925381/ https://www.pexels.com/photo/adult-attractive-beautiful-beauty-415829/ https://www.pexels.com/photo/balls-beautiful-beauty-cute-371110/ https://www.pexels.com/photo/woman-with-braided-hair-touching-leaves-1958587/ https://www.pexels.com/photo/woman-wearing-long-sleeved-crop-top-leaning-on-wall-1980984/ https://www.pexels.com/photo/woman-standing-beside-tree-1910055/ https://www.pexels.com/photo/woman-wearing-black-dress-lying-on-dry-grass-1897245/ https://www.pexels.com/photo/smiling-woman-wearing-necklace-near-pool-1760957/ https://www.pexels.com/photo/portrait-of-young-woman-247878/ https://www.pexels.com/photo/woman-hiding-behind-white-textile-1723948/ https://www.pexels.com/photo/photo-of-woman-wearing-black-scarf-2036646/ https://pixabay.com/photos/beautiful-girl-woman-young-1274056/ https://pixabay.com/photos/beautiful-smile-girl-woman-happy-1274361/ https://pixabay.com/photos/lipstick-lipgloss-lip-gloss-lips-791761/ https://pixabay.com/photos/woman-portrait-lovely-fashion-3220835/ https://pixabay.com/photos/woman-adult-portrait-people-girl-3083401/ 94
https://pixabay.com/photos/girl-brunette-model-makeup-2204622/ https://pixabay.com/photos/portrait-woman-fashion-people-3190849/ https://pixabay.com/photos/woman-adult-portrait-people-girl-3083400/ https://pixabay.com/photos/portrait-woman-beauty-woman-1149249/ https://pixabay.com/photos/makeup-retouch-glamour-model-1442912/ https://pixabay.com/photos/girl-fashion-makeup-beauty-model-1848955/ https://pixabay.com/photos/model-female-girl-beautiful-woman-429733/ https://pixabay.com/photos/girl-makeup-russian-model-beauty-1848455/ CYO Advert: https://www.diarydirectory.com/newsarticle/cyo-cosmetics-to-launch-made-to-mix-pigment-paints/19855 https://www.walgreens.com/topic/brand/cyo.jsp
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