The Brand
Face Palm is a natural cosmetics and skincare brand which is also cruelty free and vegan friendly. Makeup is there to cover imperfections and allow creativity even if it goes wrong. Face Palm should help to improve your skins appearance and also hide any imperfections you wish to. We believe in clean beauty so we use the purest ingredients for maximum impact. Our packaging is ecofriendly therefore meaning our customers are able to recycle it when they come to disposing it. The name Face Palm came from the association of face palming when you try something out and it goes wrong. Makeup is about experimenting and having fun so the name has a humorous touch. The brand draws heavy inspiration from tropical palm leaves in relation to colour, imagery, and style. It features shades of pink and green and brown.
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Face Palm was created from the inspiration of tropical leaves and how they all look so different due to shapes and sizes. We want our customers to feel that anybody can use our products no matter what. Our aim is to improve and minimise any imperfections in your skin to boost your confidence everyday. The brand’s colour scheme reflects this aesthetic with the use of shades of pink and green and brown.
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Our brand personality reflects how we come across to our audience. By following these traits, it helps our brand to become unified and connect with out audience quicker and more effectively.
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The tone of voice we use reflects our brand personality and helps us to connect with our audience. Our overall tone of voice should be consistent in every piece of content that we deliver. This includes the words we choose and the order in which you put them in our website content, social media posts, emails, packaging, adverts and any other formats. Our tone of voice may vary from time to time, depending on the audience we communicate with, the media we use, and the goal we are pursuing. A successfully defined and implemented tone of voice will allow our brand to get recognized by our audience using text alone, even if they don’t see our logo or brand name attached to the content piece we produce. Our purpose is to inform, enable, educate and engage with our customers and ultimately sell product. Our brand character persona should be professional but in a friendly, trustworthy and causal manner. The tone of voice we use as a brand should be humble, passionate, honest and personal to connect with our audience. The type of language we use should be playful and quirky yet still informative. A humorous tone should also be used here and there.
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Our mission is to encourage you to experiment with makeup that helps you feel great in your own skin while investing in clean beauty. Makeup is there to cover imperfections and allow creativity even if it goes wrong. Face Palm should help to improve your skins appearance and also hide any imperfections you wish to. We use the purest ingredients for maximum impact to keep our brand natural and sustainable without compromising on quality - Face Palm
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Our main demographic is beauty conscious females at the ages of 21- 28, that are looking for more natural products to use which are also in favour of the environment. Their interests are beauty, skincare, makeup, being ecofriendly sustainable and natural. They have a middle class income level and are located primarily in the UK but also worldwide. Even with having a very on the go lifestyle, they still have some downtime which they like to use to experiment with new makeup products, ideas and techniques. Their priorities include their appearance, being sustainable, using products that are cruelty free and vegan friendly. Other e-commerce stores they already shop at include Beauty Bay, Cult Beauty and Feel Unique. Physical shops they already shop at are Boots, Superdrug, The Body Shop, Lush, Kiko, House of Fraser and Debenhams.
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While selling our products online makes our products available to a larger audience, it presents the challenge of overcoming consumer reluctance to purchasing products they can’t touch or see first hand. However, we will provide free samples on our website and also add some into customer orders. We will also try to link any products used in our social media posts so our target audience can find the product in which is being used directly.
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Branding
The logos are used to symbolise and identify our brand meaning they should be easily recognisable, memorable and eye catching. Our primary logo is a word mark that focuses on the brand name and what we sell. This logo is to be used wherever possible. It can be used in black, white, pink or brown. The typeface for our logo is Helvetica Neue Bold with tracking at -40 and optical kerning.
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We also have some alternate logos which are to be used where the primary logo doesn’t work. Our brand name on its own is to be used when the description is not needed. The other alternate version is our lock up logo. This is primarily to be used on packaging to give the logo hierarchy across the design. The box surrounding it gives the logo space to breathe amongst any design around it.
The Face Palm logo should have a margin of clear space on all sides around it equal to the size of the letter C in the word cosmetics used in the logo. The logo should always contain enough space to ensure a clean and clear visual image. The logo should never be disturbed by other elements in the clear padding space as it could reduce its clarity.
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Don’t stretch, distort or manipulate the logo.
Don’t pair the logo with marks that may be confused as logos.
The logo should be used in good practice and not be defaced in anyway. There should be no obstructions to the logo including it being distorted. The brand logo is something that consumers remember first and look out for so keeping it looking clean is important. Here are some example of what not to do with the logo.
Don’t type out Face Palm in all caps or no caps.
Don’t type out Face Palm in any other fonts.
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The logo colour should always be in our brand primary colour palette or black and white. The logo can also be set in our metallic brand colours for a visual pop. The colour combination of the background and the logo should always pair nicely together as we want the design to be visually pleasing and easy on the eyes.
Make sure the logo and background colour pair well together so the logo pops.
Don’t use a colour for the logo that clashes with the background colour as it can make the logo illegible and hard to see.
Make the brand name and box metallic.
Don’t make the “cosmetics & skincare” metallic as it can make it hard to read.
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This typeface comes in a range of weights however, the logo should always be set in bold. This typeface is primarily used for the logo but can be used as headings for in-house branded material too.
HELVETICA NEUE WEIGHT: BOLD KERNING: OPTICAL TRACKING: -40 LEADING: AUTO
This typeface comes in light, medium and black weight variations. Body copy should be set in the light weight option for easily readability. Medium and black weights should be used for headings and subheadings.
DIN PRO WEIGHT: LIGHT, MEDIUM & BLACK KERNING: METRICS TRACKING: 0 LEADING: AUTO
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
This typeface should only be used in it’s regular weight. This typefaces is to be used for headings, sub headings and for text based designs.
COCOGOOSE WEIGHT: REGULAR KERNING: METRICS TRACKING: 0 LEADING: AUTO
This typeface only come in a regular weight and should be used for text based designs or decorative purposes. Avoid using all capitals as it can begin to look illegible.
ANDALUSIA WEIGHT: REGULAR KERNING: METRICS TRACKING: ADJUSTED ACCORDING LEADING: ADJUSTED ACCORDING
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Branding Page 20
The primary colour palette should be used on all branded materials. These colours are the foundation of our brand and must be used to build brand consistency and recognition.
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SOFT PINK PANTONE 475 C CMYK 00 26 31 00 RGB 250 204 177 # FACBB1
CORAL PANTONE 2023 C CMYK 00 56 51 00 RGB 241 139 116 #F18B74
BROWN PANTONE 2477 C CMYK 43 55 50 45 RGB 108 83 78 #6C534E
GREEN PANTONE 4167 C CMYK 77 37 53 29 RGB 55 104 100 #376863
If you have already used the primary palette and need additional colours, you can choose from these metallic colours. These should be used in moderation.
ROSE GOLD PANTONE 20-0094 TPM CMYK 9 36 32 1 RGB 230 178 165 #E5B2A4
BRONZE PANTONE 17-0942 TPX CMYK 32 45 73 27 RGB 150 117 69 #967444
These supporting neutrals can be used on any branded materials. These colours are used for text and background areas if needed.
BLACK PANTONE 6 C CMYK 0 0 0 100 RGB 0 0 0 #000000
MUTED YELLOW PANTONE 7499 C CMYK 5 3 40 0 RGB 248 239 176 #F8EEB0
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The brand patterns and graphics consist of a mixture of line art and filled leaves. These can be used on a range of collateral such as packaging, shipping boxes and tissue paper, stickers and order cards. These can even be used for Instagram story background or even shared to our followers as wallpapers. Depending on where the pattern or graphic is being used, the colours can vary and can even be metallic. The graphics can be used as they are or put together to make compositions and arrangements to suit the design.
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The imagery for the brand should be inclusive of all races and ethnicities. Images should be of high quality across all collateral and online presence. Images of models should be a mixture of fun, and happiness as well as some serious moody shots. Photos of model’s skin should not be retouched and imperfections should not be erased as our brand is about embracing imperfections. However, photos may be touched up to enhance details and elements like brightness, sharpness and colours may be adjusted to make the photos pop more. No generic ‘instagram’ filters such as sepia, should be put on photos as it can cheapen the brand and ruin our brand image. Product shots should be artistic, clean and sleek with elements of the packaging standing out. They should show off the products texture and shade range.
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Branding Branding In Application Practice Application
To define between cosmetics and skincare, the brand uses two colour variations for our mainline product packaging. Skincare products are in green packaging and cosmetics in brown. This helps the customer know what sort of product they are buying. Other colour variations can be used for limited edition products and certain collections. The brands lock up logo should be used on all carton packaging as it helps to create type hierarchy amongst the other text and graphics. The brand logos on the component packaging are determined by how much space there is. For example on our Matte + Blur Primer, the lock up logo is used but on our Face Moisturiser, our primary logo is used due to a little amount of space. After our logo, the product name should then be the most important piece of type followed by the product qualities and the amount of product. Directions of use and ingredients should be listed on the carton and component packaging either on the back or side. This means the customer can easily see how the best way to use the product is for maximum results. All text should use the intended brand
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typefaces. Both bits of packaging also must include the vegan friendly and cruelty free symbols along with the recycling symbol. Both packaging variations incorporate some of the different brand patterns of leaves. The leaves and the logo are foiled in rose gold and bronze on the carton boxes giving the product a luxurious classy look. Some of the component lids and caps are also metallic, but the ones that aren’t, feature embossing. For example, our Face Moisturiser has embossing on the lid and out Matte + Blur Primer cap is metallic. As we are a sustainable brand, the packaging materials we use are all recyclable. We use cardboard for our carton packaging boxes and corrugated cardboard for our shipping boxes which can both be recycled. To reduce the amount of new plastics created in the world, we use a combination of already recycled and recyclable plastic to create product component bottles and caps and for jars we use glass.
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When packaging up orders to be shipped, the way in which it is packed is important as we want to give our customers an unboxing experience. Being wowed when opening up one of our orders is key to having customers feel they are special and feeling that a lot of effort has gone into their order. This is what could make a customer repurchase so each order should be packed neatly following the guidelines. The outside of our shipping boxes are brown featuring a few simple line art leaves, our primary logo and our website url. The top of the box also has a space for shipping labels to be stuck onto. The inside of the box features a mixture of line art and filled leaves that frame our lock up logo. This should be kept monochrome with our pink and coral colours however, for certain collections and holidays the colours can be changed to suit accordingly.
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Products should be wrapped in one of the colour ways of our branded tissue paper and placed inside the shipping box. Our branded tissue paper comes in be black, green or coral and features one of out brand patterns of leaves on it in white. An order card should then be placed with the products. These cards come in a few colour variations too. They thank the customer for their order and also include the order invoice and any information regarding returns or refunds. One of our branded stickers should then be placed to hold the tissue paper together. These stickers are in a range of colour variations and it either features our logo or one of our brand patterns. Once the inside of the shipping box looks like the examples shown, the box is ready to be closed and the shipping sticker should be stuck on accordingly.
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As the brand is an e-commerce business, the way the website looks is crucial as it could be the factor that decides if a customer will make a purchase or not. More and more consumers are now shopping via their mobile so its important to have a good desktop and mobile view. The menu bar should be easy to navigate into the correct section of the website for customer ease and satisfaction. On the desktop view of our website,the extended menu should appear when a customer hovers over each option of the main menu bar allowing them to shop by certain sections or all. On the mobile view, the menu will be hidden away at the side and will appear when the customer presses the extend menu button. A drop down menu of each section will appear when the customer presses an option. Other buttons which remain at the top of the screen on both the desktop and mobile view include search, favourites and basket. This allows customer to save items they wish to for later and buy the ones in their basket now. The search button gives customers the option to directly find products by keywords. The sideshow on the homepage should be kept up to date with the current releases, offers and news. This will remain the same on both desktop and mobile views.
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Each product page should follow the same style and layout. On a desktop view, the main image should be the product shown in it’s packaging and then have other images that customer can click on to get a better idea of the product. These could include the product texture, shade and an example of it being used. Beside the main image should say from what category the product is from for example, cosmetics. The product name should be the biggest text on the page after our logo at the top. The price and the amount of product information should sit under the name of the product followed by the quantity, add to basket and favourite button. These buttons should be big enough for customers to see without complications. The product description should then sit under these buttons giving the customers an insight to what the product is and does. Under this should then be the options to select to view either the products top qualities, ingredients, directions and delivery information. The same layout should appear on the mobile view but with the pictures at the top and the rest of the information underneath.
facepalm.com/cosmetics/primers
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MATTE + BLUR PRIMER £14.99
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The Matte + Blur primer addresses fine lines, excess oil, and enlarged pores leaving a blurred matte finish to the skin. This formula glides on with no tacky feel to provide a skin smoothing complexion ready for foundation The translucent formula of the primer contains a vitamin E derivative known to protect skin from free radicals.
TOP QUALITIES | INGREDIENTS | DIRECTIONS | DELIVERY OIL-FREE COMES IN FULL SIZE & MINI HELPS MAKEUP STAY PUT COMPLEMENTS ALL SKINTONES
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PRIMER COSMETICS > PRIMERS> MATTE + BLUR PRIMER EYE PRIMER FOUNDATION EYESHADOW SINGLES CONCELAER EYESHADOW PALETTES CREAM CONTOUR LOOSE SETTING POWDER CONTOUR BRONZER BLUSHER HIGHLIGHTER PRESSED POWDER BB & CC CREAM SETTING SPRAY SHOP ALL FACE
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MATTE + BLUR PRIMER £14.99
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The Matte + Blur primer addresses fine lines, excess oil, and enlarged pores leaving a blurred matte finish to the skin. This formula glides on with no tacky feel to provide a skin smoothing complexion ready for foundation The translucent formula of the primer contains a vitamin E derivative known to protect skin from free radicals.
TOP QUALITIES | INGREDIENTS | DIRECTIONS | DELIVERY OIL-FREE COMES IN FULL SIZE & MINI HELPS MAKEUP STAY PUT COMPLEMENTS ALL SKINTONES
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This is an example of how the Face Palm Instagram page should look. The account name, bio and web address should all remain the same. Post should include a variety of quotes, products, photoshoots and user generated content. The photography should include a variation of all races and ethnicities. Photos must abide by our image guidelines and should not use generic ‘instagram’ filters such as sepia. Instagram stories and posts should follow these templates for things such as quotes. Here is an example of some story ideas for quotes relating to the brand. All wording should follow our brands tone of voice and personality. Story highlight icons should be designed according to the category following these examples.
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The profile picture should remain the brand logo but, the brands pattern can be used to frame it where needed and the colour scheme can be changed.
Story highlight icons should be designed according to the category following these examples. The white outline icon should correspond with the story category name. Brand In Practice Page 50
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Instagram stories and posts should follow, or take inspiration from these templates for things such as quotes and announcements. These can also be posted for followers to use as wallpapers and backgrounds on their phones. Here are some examples of some story ideas for quotes relating to the brand. There should be a variety of cosmetics and skincare quotes as well as posts highlighting some of the brands aspects such as being natural, sustainable, cruelty free and vegan friendly.
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