RE S EAR CH Charlotte Higgs
INTRODUCTION aspirations
FIELD OF STUDY branding
HISTORY
02
06
24
branding origin
FOCUS
36
cosmetics branding
CASE STUDIES
62
visual
LITERARY REVIEW
80
theories
CONCLUSION
94
proposal
PERSONAL REFLECTION
100
evaluation
BIBLIOGRAPHY references
106
PAGE 02
introduction
This section outlines my aspirations of this research book and project.
PAGE 03
introduction
In this research book, I have further explored my knowledge on graphic design and developed my skills as a graphic designer. The field of design I have focused on is branding and in particular, cosmetics branding. Combining my interests for branding and cosmetics was a good idea as it meant that I was passionate about what I was designing therefore meaning a better outcome. This project will further push my career aspirations as being a packaging designer in the beauty industry as it gives me chance to create something from scratch and showcase in my portfolio. My interest in branding and packaging came from seeing so many eye catching designs especially in the cosmetics industry. Over the years I have accumulated an extensive collection of cosmetics and
skincare products and the branding and packaging of products plays a huge part in whether I purchase them or not. I store my products by type in drawers but I like to display certain products with unique and sleek packaging on my dressing table. Some of the brands displayed on there include Fenty Beauty and Kylie Cosmetics. As well as being a makeup lover, I am also an eyelash extension technician. This is a form of semi permanent makeup that I carry out on clients. Being in the beauty industry already, has given me a good start in my research. In the near future, I would like to bring out my own brand of eyelash extensions so the knowledge that I will gain from this research will help me down the line to brand that too.
FENTY BEAUTY PRODUCTS (2017)
PAGE 06
field of study
The field of study I have chosen to further explore is branding. In this section, I will look at what branding is and what elements make up a brand identity.
CREMULA BRANDING APPLICATION (2019)
PAGE 08
field of study
Branding is the process of giving a meaning to a specific organisation, company, products or services by creating and shaping a brand in consumers’ minds. Branding is a strategy designed by organisations to help people to quickly identify and experience their brand. The objective is to attract and retain loyal customers by delivering a product that is always aligned with what the brand promises. A product is what you sell, a brand is the perceived image of the product you sell, and branding is the strategy to create that image. A brand strategy is a plan that has specific, long-term goals that can be achieved with the evolution of the brand. The combined components of the company’s character make it identifiable. A well-defined brand strategy affects all aspects of a
business and is directly connected to consumer needs, emotions, and competitive environments. The brand identity is the embodiment of everything the brand does so it’s crucial that it accurately convey the brand’s essence. When designing a brand identity, a visual language needs to be created. This can then be applied to everything from the website to your packaging. This means that the identity should be distinct so it stands out among competitors and catches people’s attention, memorable so it makes a visual impact, flexible so it can grow and evolve with the brand, cohesive so that each piece complements each other and easy to apply so it’s clear for designers to use.
Design is th silent ambas of your bran
he ssador nd
L.ROSE ASESSORIES REBRAND (2020)
PAGE 12
field of study
A brands name is the a first thing many people make a conclusion from. As this brand is a start up, our target customers will know nothing about the company yet so having a good brand name can make a great first impression. The brand name should reflect some of the companies values or what it’s about so customers can get some sort of idea about the brand. A good brand name can create hype and reinforce your value proposition in a word or two. A poor brand name can neutralize or even negate the work you do to build a position in the market.
Brand values are a set of principles that shape every aspect of your business. These values are at the core of your brand and are there to dictate your brand’s message, look and personality. They will also help your brand to connect with customers over competition as it shows what you stand for as a brand.
PAGE 14
field of study
Customers should be able to connect with your company and products so they need to understand who you are as a brand and what you do. To be able to establish a connection with customers, a brand needs a strong corporate mission and values. A mission statement is a short description of a brands purpose. They are often used in a brands marketing strategy and companies usually include them on their websites under the ‘About Us’ section. Three things that a mission statement should include is what does the company do, how does the company do it and why does your company do it. Existing brand’s mission statements usually all try to be personal with the customers reading it. SPILT MILK VISUAL IDENTITY (2014)
A logo is an image or graphic used to symbolise a company or brand. Logos are an emblem for a brand to be recognised easily so they must be eye catching and memorable. As they are used to identify the brand you will see logos on marketing and advertising materials. Some say the best logos are the most simple due to the fact they are easy to remember and spot. When designing a logo, you want to make sure that the core imagery is powerful enough to deliver the message on its own, without the enhancement of colour. This means it should work well in black and white first and then think about adding colour to it.
PAGE 16
field of study
BAILEY’S BRIDAL HAIR BRAND IDENTITY (2020)
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field of study
There are different categories in which logos can be classified into. Each type of logo can give off a slightly different style to the brand and can appeal to different markets. A letter mark is a type based logo which consists of letters or brand initials. They are all about simplicity as they streamline the full brand name. Examples of letter marks include NASA, IBM and MAC. A word mark is another type based logo however, they focus on the brand name alone. The typeface should capture essence of the brand so the typeface chosen need to be strong. Examples of word marks include Coca-Cola, Google and Nars. A pictorial logo is a brand mark that includes an icon or graphic. These usually work for established brands the best as these logos stick with the brand throughout the times. Examples of pictorial logos include Twitter and Apple. An abstract logo is usually a geometric form that condenses the brand to a single image. This allows brands
to create something unique which will convey the brand symbolically. Examples of abstract logos include Adidas and Pepsi. A mascot is an illustrated character which becomes an ambassador for the brand. These colourful, fun cartoons appeal to families and children more. Examples of mascots include KFC and M&Ms. A combination mark is a letter mark or word mark combined with a pictorial mark, abstract mark or mascot. These logo styles are integrated with each other or can be used separately. This creates brand association straight away and gives the brand versatile choices. Examples of combination marks include Burger King and Doritos. An Emblem is type inside of a symbol or icon, usually in the form of a badge or crest. These include a higher amount of detail and have a very classic and traditional appearance however, these logos are less versatile than others. Examples of emblem logos include Starbucks and Harvard.
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field of study
The typefaces that your brand uses can send a strong message about your brand to your audience so it should communicate the brand’s persona effectively. For example, Urban Decay use an edgy graphic font which would send a very different message than a more feminine, script font used by brands like Too Faced. The brand may choose to use a few different typefaces as something heavy and bold wouldn’t look as great for body copy, than it would for a heading. This means there should be a limit of 2-3 font families which should include a primary brand typeface, then secondary typeface(s) for specific purposes based on where it will be used, such as a body copy. Typeface pairing is crucial because if the typefaces do not pair together, the brand can look disjointed and not unified. It is important though to not have too many different typefaces as you don’t want the brand to become unrecognisable.
URBAN DECAY INKED BROW PACKAGING (2020) TOO FACED PRIMED & PORELESS + PACKAGING (2020)
AYOKA LUXURY JEWELLERY BRANDING (2020)
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field of study
AYOKA LUXURY JEWELLERY GOLD HOOPS (2020)
The type of imagery that the brand will reflect the brands persona. This means that visual treatments, filters and what the images are actually of should all be considered and outlined.
A key to having a good colour palette is to have colours that are clean and flexible. This will supply designers with enough choices to be creative and experiment but not enough to overwhelm them. This might mean you have a primary colour, a couple primary colours and a few complementary colours. Too many colours in a brand identity can make the brand look messy and disjointed.
PAGE 24
history
This section looks at the evolution of branding through the timeline and how it has progressed and changed throughout the years, to what it is now.
Branding has evolved through the years and it all started with ancient origins. The word Brand came from the word “Brandr� a word from Ancient Norse meaning to burn. Around 950 A.D. a brand referred to a burning piece of wood. By the 1300s it was used to describe a burning piece of wood that is used as a tool and by the 1500s the meaning had changed to mean a mark burned on cattle to show ownership. Each ranch would each have their own unique mark so ownership could be determined if their animals were lost, stolen, or mixed in with animals from another ranch. Each brand had to be easily identifiable which is still essential to modern logos today.
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history
CATTLE BRANDED WITH THE LAZY DIAMOND (2020)
ANTIQUE BRANDING IRON (2020)
In 1820, the rise of mass production and shipment were becoming increasingly popular during the industrial revolution. Products such as ale and wine began to see larger batches and wider distribution so producers began burning their mark into crates and cases of goods to distinguish themselves from their competitors. Eventually, the brand evolved into a symbol of quality rather than ownership. This meant products that were perceived as high quality could charge a higher price than their alternatives. In 1875, it became possible to register a trademark which allowed companies to formally own their logo and names. This avoided competitors from creating too similar products.
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history
ATLANTIC WHITE CHALK CRAYON BRANDED CRATE (2020)
CUSTOM BRANDING IRON (2019)
Radio and television gave manufacturers new ways to create demand for their products. Which meant by the 1960’s, marketers were using mass media to associate brands with emotional benefits rather than functional ones. Radio had become much more popular and station owners believed advertising could be a way of making their businesses more sustainable and profitable. Branding came to life through radio jingles, catchphrases and targeted messaging as they were memorable and easy to relate to. Companies also began to take advantage of the rapid popularity of television by sponsoring shows and creating commercials. This meant that companies were turning into household names.
PAGE 30
history
COFFEE-MATE TV ADVERT IN THE 60’s (2011)
COVER GIRL TV ADVERT IN THE 60’s (2011)
By 1980, consumers were be coming more brand conscious so companies began to focus on building brand recognition for themselves rather than just focusing on their products and services. Branding in the twentieth century was about owning what your company values and represents, owning up to your shortcomings, and earning customer trust through your words, your actions, and your stories. This allowed them to build loyalty that extended across product lines and gave their consumers a sense of belonging.
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history
ORIGINAL APPLE LOGO (1976)
RAINBOW APPLE LOGO (1977)
Apple removed the words ‘computer co’ from their logo in1977 meaning they were trying to create more brand reignition in able to extend their brand from just selling one product.
Nowadays with the power of the internet and social media, we are witnessing the next stage of the evolution of branding. The internet age has created a culture of instant gratification, leading to a generation of more and more demanding consumers. Companies must create adverts and logos that appeal to this type of audience, taking into account their short attention spans and often disinterested view of adverts. Corporate branding has extended to non-profits, political groups, and even personal brands for celebrities allowing them to build empires from their own personal brands.
PAGE 34
history
MISSGUIDED INSTAGRAM STORY PROMOTIONS (2018)
Social media brands like YouTube and Facebook rely on their users to establish their value. Alongside these social media platforms, internet based companies give up some of the control of their brand image, and rely on loyalty from an actively participating audience. The power of the internet can be demonstrated through viral marketing, search engine optimization and outsourced delivery which allow organizations to gain visibility and deliver products without spending millions on advertising and infrastructure. Brands must now ensure that they gain visibility in both the real and the online world.
Missguided, an online fashion retailer, use Instagram to show a mix of product promos, user generated content, lifestyle posts, meme-like content and offers keeps the output fresh and followers engaged. They also include links to featured items meaning the user can just simply swipe up and be taken to the product page, requiring minimal effort.
PAGE 36
area of focus
The area of focus I have decided to explore is cosmetics branding. In this section, I have looked at packaging, marketing, trends and pitfalls of cosmetics branding.
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area of focus
The specific area focus of branding in which I am interested in is cosmetics branding. The global beauty industry is worth over $500 billion and is continuing to grow. With thousands of brands and tens of thousands of products already on the market, getting a new product to compete with others is tough. Cosmetics companies especially are always looking for ways to differentiate themselves from their competition. Big mass market, established brands are able to spend huge amounts of money on advertising to hundreds of millions of people which results in sales. MAC STUDIO SCULPT AND SHADE CONTOUR PALETTE PACKAGING (2019)
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area of focus
FENTY BEAUTY CARTON PACKAGING (2017)
Smaller brands are not always able to out spend big brands in advertising but there are still a number of ways that a small brands can stand out. One way is to come up with a unique story to the brand. Burts Bees made beeswax lip balm unique by having a compelling origin story, a likeable character, some savvy marketing, and fortuitous timing. This has meant their brand grew so large that it got bought for a huge amount by a large company. Another way to stand out is by starting with a niche consumer group and creating products specifically for them. These niche groups are too small for the big brands to go after but for small
brands, it means they are able to cater to these smaller groups and specific needs. First impressions are massively important to develop brand loyalty. 48% of consumers reported that their first purchase or experience is the most critical one in deciding if they will develop loyalty to that particular brand. This means that having an eye-catching designed logo and packaging design is a key way to make a good first impression even if it’s a small brand.
FENTY BEAUTY CREAM BRONZERS (2020)
Having brand consistency is another thing that smaller brands can do to stand out. One of the major benefits of brand consistency is that it provides easy recognition for consumers. 90% of consumers expect that their experience with a brand will be similar across all platforms and devices. Meaning they expect a seamless transition between web and device applications through colour, flow, and overall quality. While certain aspects of branding might change, the core message and your brand identity shouldn’t change and keep brand consistency. Successful brands have a consistent look and feel in everything they put in front of their customers.
FENTY BEAUTY FOUNDATION SHADES (2020)
PAGE 42
area of focus
“Packaging is the connection of form, structure, materials, colour, imagery, typography and regulatory information with ancillary design elements to make a product suitable for marketing” - O’Reilly
Packaging is more than just the products face, it’s also it’s protection. Packaging is the material wrapping around a product that contains, identifies, describes, protects, displays and promotes it. It’s job is to also make it marketable and keep it clean. There are different aspects to consider in packaging such as labels, opening, size and durability. Labels are required to include certain information about the product such as ingredients. The opening of a product is important as it should be easy to open and close or it should be designed to resist tampering for products such as medicines. The size of the packaging should be considered too as heavy and bulky packaging may add to transportation and shipping costs. Packaging should be able to endure rough handling between production and getting to the customer, so the packaging must protect the product.
Packaging can be split into different packaging layers of a product. The outer packaging is the first thing a customer sees which protects the product. This is often a shopping bag or what the product is shipped in. The inner packaging is what keeps the product intact during shipping and stops it moving around such as packing peanuts and tissue paper. The product packaging is what the product comes in. This is usually a box or bag. The component packaging is what the actual product sits in which is usually tailored to each products intended use. The uses of packaging are to preserve and protect the product, to transport it, make it more attractive, publish the brand and identify the product from another.
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area of focus
The use of marketing through packaging is an important tool as it helps to build a brands equity and boost sales. Packaging is capable of influencing somebody to initiate sales since the buyer comes in contact with the packaging first and then the product after. The Packaging should make the customer care about the product even though they haven’t brought it yet. The marketing needs to evoke emotion by promoting the products unique selling point. Marketing on packaging is a crucial aspect as it communicates the brand’s identity. This means the product and brand should be tied together on the product packaging.
Marketing through packaging is a useful because of the following reasons: Customer affluence: Customers are willing to pay more for appearance, convenience and dependability of a product. Self Service: The packaging must be capable of drawing customers attention to it. Brand Recognition: As soon as the customers see the packaging, they should be able to relate it to the brand. Innovative Packaging: Unique design for packaging with the intent to grab customers attention.
GLOSSIER PRODUCT PACKAGING (2017)
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area of focus
The content that is needed on packaging is important to consider when designing. Packaging is how a brand is reflected so it should reflect the brand’s design and motives. The design needs to be able to attract attention from a potential customer but also be able to provide information about the product. The written copy should include the name of the product, the brands name, a description of the product, directions for use and ingredients. The brand’s logo whether it be simple or intricate should be of high quality to feature on the packaging. The brand logo could even be the central piece of the product packaging. Echoing the brands colour scheme onto the packaging is a core element in brand consistency as it conveys
GOOD SCIENCE BEAUTY CARTON PACKAGING (2018)
the brand’s presence. If the brand’s logo uses a particular typeface, pairing it with a different typeface to outline the brands USP’s is key. The main packaging imagery could include photos, patterns and shapes, however, the packaging may need to include other logos to represent industry standards such as the vegan symbol and where it’s made. Some of the other required marks that need to be put on the packaging could be the barcode and any association marks. Other things to consider putting on the packaging are batch numbers and a space for an expiration date stamps.
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area of focus
There are many different types of packaging materials which can be used. Some materials are more suited to certain products for example it is not logical to put a liquid product in cardboard as the cardboard will sock it up. Some of the most common materials for packaging include cardboard, polyethylene, biodegradable materials, glass and aluminium. Packaging materials are an important part of your brand to consider because it can be the deciding factor is somebody will purchase it or not. Recyclable packaging is now becoming increasingly popular in today’s world.
FOURTH RAY BEAUTY CARTON PACKAGING (2020)
MECCA COSMETICS CARTON PACKAGING (2015)
Cardboard is the most popular form of packaging material as it’s made from 90% of recycled materials. It is commonly used in e-commerce and retail for products such as cosmetics, dry food, jewellery, clothing and subscription boxes. Cardboard is also is the perfect blank canvas for design purposes. Corrugated cardboard is the perfect blend of minimal weight and maximum strength, meaning that it is perfect for heavy items as it can handle most impacts. Sheets of cardboard are joined together to create layers called waves which cushions and strengthens the box.
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area of focus
SANCTUARY SPA PLASTIC PACKAGING (2018)
Polyethylene is a form of plastic that can be printed on. It is commonly used for poly mailers and bags as it’s extremely lightweight, durable and waterproof, making it ideal for shipping purposes. It is used more by brands that want to cut down on consumption of raw materials. However, polyethylene takes a long time to break down and can fill up landfill sites for decades. High density polyethylene is used for the packaging of products such as milk bottles, shampoo bottles and bleach. Low density polyethylene is used for the packaging of products such as carrier bags, bin liners and packaging films.
ELEMENTAL GLASS CANDLE AND ALUMINIUM TIN (2019)
Aluminium is a light packaging material used for products such as cans, bottles and some food packaging. Due to it’s hight cost, most companies take donations of recycled canned goods to save money. Glass is an extremely fragile packaging material that can be well sealed so is used for perishable products such as food and drink. It has limited printing options so usually only has a sticker label. Glass is completely non-biodegradable but it can be recycled.
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area of focus
NOISSUE COMPOSTABLE MAILER BAG (2019)
Plant-based materials are used as a basis of many packaging solutions. They are just as printable and durable as cardboard. Compostable bags are a great alternative to standard plastic bags as they can be composted alongside garden waste and they degrade quickly. Corn starch can be made into packaging which is biodegradable and has little negative impact on the environment. It is ideal for products that have a limited use such as takeaway food packaging and it can also make good packing peanuts.
BLEACH LONDON PACKAGING (2018)
REN SKINCARE OCEAN PLASTIC PACKAGING (2019)
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area of focus
In the cosmetics industry, 120 billion units of packaging are produced every year globally and plastics account for almost 50% share when it comes to materials used to package products. This has become a major concern due to plastic being nonbiodegradable and is now influencing consumers to think twice before purchasing a product. According to Mordor Intelligence’s report on the cosmetic packaging market, there is an increasing demand from consumers for companies to adopt innovative packaging solutions such as recyclable plastic and compostable and biodegradable plastics. In today’s world sustainability concerns are very
apparent and are becoming more of a concern to consumers. To reduce the amount of new plastics created in the world, Head & Shoulders, an anti dandruff haircare brand, have started to use a combination of recycled and recyclable plastic to create some of their product bottles. By doing this, they have received an award from the United Nations for it. As beauty consumers continue to put pressure on brands to not only respond, but to be more responsible, cosmetics brands such Bleach London and REN Skincare have made their packaging sustainable.
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area of focus
Most beauty brands now produce cosmetics for commercial purposes so they need to be attractive enough for potential buyers as the visual appeal of the packaging does all the persuasion. Packaging design should be a combination of aesthetics and function but also play an important role in distinguishing the product from competitors. Trends in cosmetics come and go so the packaging for them has to keep up too. Some of the most current cosmetic packaging trends include the use of monotone, pastels, line drawings, patterns and more. Intricate line drawings consist of detailed, handmade, fine lines which are usually in a floral or geometric style. Custom fonts can give a product character whether it be retro, bold or quirky. Patterns are very eye catching and give off a
confident youthful style whether they are abstract or repeating. Our brains notice repeating patterns so pattern recognition can make consumers feel attached to something. Black and white monochrome packaging is a timeless trend that gives off a sense of mystery and luxuriousness. Small pops of colour or subtle patterns may be used to give these designs some life. Floral and earthy colours can make a product feel feminine, comforting and classic. These colours are stylish and also give off a luxurious tone. Minimalist pastels are soft, modern and can give off a stylish dreamy look to a product. The use of metallics can give off a classy elegant feel and make the product look luxurious. Minimalistic designs favour bare forms and can make the product have a natural feel to it.
COLOUR POP GOING COCONUTS COLLECTION (2019) KYLIE COSMETICS KOKO COLLECTION (2020)
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area of focus
are more likely to repurchase it. Products should be able to withstand occasional bumps and accidental drops. If the packaging consists of low quality materials, then it could Most beauty products are self open itself easily and make a mess explanatory but it is ideal to have meaning that the user could throw it directions for use on the packaging away and not repurchase. in case the user is not familiar with it. Instructions can help the user familiarise themselves with the product and help to feel confident using it correctly. Products also need a simple seal that doesn’t require hard work to open and close it. If a product is too hard to open, the user will not bother using it so they Some common packaging design pitfalls can determined whether a customer is likely buy the product again or even buy it in the first place.
UBUNA SKINCARE PACKAGING (2019) MADARA COSMETICS SOS COLLECTION (2020)
Branding is people say a you when yo not in the ro
what about ou’re oom
PAGE 62
case studies
In this section, I have looked a existing cosmetics brand’s branding and packaging. The brands in which I explored in further detail were Beauty Bay, Herbivore Botanicals, Benefit and Kylie Cosmetics/Skin.
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case studies
Beauty bay is one of the Uk’s biggest online beauty retailers. It is a solely e-commerce business that has now expanded to releasing their own line of cosmetics and skincare which is made to be affordable to all. Beauty Bay’s branding is very strong and bold which it needs to be to stand out against the many brands it stocks. With the brand’s ‘break the rules’ proposition, they have used this to create a striking colourful brand identity that is aimed at a digitally empowered target audience of 16-25 year olds. As they are a purely online brand, the design of their website, app and social media is important.
BEAUTY BAY TRIBE (2019)
The homepage of their website has an interesting split down the middle which allows you to scroll each side of page separately. This is very unique and something other brands are not using yet. The menu tab is also very accessible and easy to navigate will all of the options it gives. The shipping box is the first thing the customer sees so it should be cohesive to the brand. They make use of monochrome patterns and designs which reflect the brands personality of being slightly edgy and creative.
BEAUTY BAY SHIPPING PACKAGING (2020)
SKINCARE BY BEAUTY BAY (2020)
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case studies
BEAUTY BAY PROMOTIONAL POSTERS (2018)
BEAUTY BAY WEBSITE HOMEPAGE (2020)
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case studies
Herbivore Botanicals have been making a statement in the beauty industry since 2011 when they launched their Seattle base skincare line. This skincare brand are natural and organic and utilizing globally sourced natural ingredients for their products. In addition to this, Herbivore are also cruelty free, vegan friendly, and use recyclable and reusable packaging materials. With being a sustainable skincare brand, Herbivore encourage self care and healthy indulgence.
seen in their logo. Although their logo is simple wordmark, they have used it to inspire the way in which they present themselves on other collateral. As for their packaging, they have also kept it very minimalistic with the majority of their products packaged in see through components with a white sleek label on.
However, the imagery they use has a very artistic approach with a lot of product texture shots. Their imagery also captures the essence of which each product is about by including Herbivore’s branding has a very objects in the composition which minimalistic approach which can be relate to the product’s theme.
HERBIVORE BOTANICALS PACKAGING (2020)
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case studies
HERBIVORE BOTANICALS COCO ROSE (2020)
HERBIVORE BOTANICALS EMERALD COLLECTION (2020)
HERBIVORE BOTANICALS PRISM COLLECTION (2020)
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case studies
Benefit cosmetics markets themselves as a brand that is fun and doesn’t take themselves too seriously. Benefit have a strong comic book influence which can be seen from it’s quirky creative packaging, whimsical attitude, antiqued typefaces and cleverly named products. Benefit’s branding has retro style and makes use of pun slogans and 50’s pin-up cartoons which is bold yet still girly. The packaging that Benefit provided began to spark a revival of the vintage style in the beauty industry. Other brands such as Soap & Glory, Mac Cosmetics and Nars all followed suit. Benefit’s packaging uses both modern and old fashioned images and styles to create fun products that women will want to carry in their handbag or
BENEFIT COSMETICS BOIING PACKAGING (2019)
display on their vanity area. They use retro design in a modern way. The branding that Benefit use appeals to women due to being cheery and light hearted rather than being intimidating. Many of Benefit’s competitors in the beauty industry have opted for a more minimalist sleek branding and packaging style, which has actually helped Benefit to stand out more against the crowd due to being more visually interesting and positive. Benefit were able to seize the opportunity to be fun and silly by infusing their brand with vintage beauty and fashion. They believe that people are more likely to give a product a go if it seems fun rather than something so serious.
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case studies
BENEFIT BRONZER & BLUSH PACKAGING (2020)
BENEFIT COSMETICS PACKAGING OVERVIEW (2020)
BENEFIT COSMETICS PACKAGING CLOSE UP (2020)
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case studies
KYLIE COSMETICS BIRTHDAY COLLECTION (2019)
KYLIE COSMETICS STORMI PALETTE (2020)
KYLIE COSMETICS HIGH GLOSS COLLECTION (2020)
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case studies
KYLIE SKIN PACKAGING (2020)
PAGE 80
literary review
In this section, I have explored theories surrounding cosmetics branding. The theories which I looked at in further detail were Colour Theory, Trend Forecasting and Unboxing Experience.
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literary review
Colour theory is both the science and art of using colour. Its about how as humans we perceive colour, the visual effects of how colours mix, match or contrast with each other and also the messages colours communicate. When it comes to branding and packaging, colour is crucial. Colours are often used to trigger sensory reactions and emotions, and prompt consumers to make assessments about brands. The colour wheel consists of the three primary colours, three secondary colours and six tertiary colours. When the colour wheel is split down the centre, you separate the warm colours such as red, orange and yellow, from the cool colours such as blue, green and purple. Warm colours are usually associated with energy, brightness, and action, whereas cool colours are
COLOUR ARCH IN THE MUSEUM OF ICECREAM (2020)
often identified with calm, peace, and serenity. Recognizing a colours temperature can help to understand how choosing all warm or all cool colours in your branding, can impact your message. Tints, tones and shades are variations of colours on the colour wheel. A tint is when white is added to a hue of colour and a shade is when black has been added to a hue of colour. A tone is when grey has been added to a hue of colour making it darker than the original making it appear more subtle and less intense.
Colour schemes can be made up from different colours in the colour wheel. Complementary colours are opposites on the colour wheel, for example orange and blue. Due to the sharp contrast between the two colours, it can make imagery pop as it offers clear differentiation between images. Analogous colours sit next to one another on the colour wheel for example, red, orange and yellow. In an analogous colour scheme, one colour tends to dominate, one will support and another will be an accent. Triadic colours are evenly spaced around the colour wheel and tend to be very bright and dynamic for example, red, blue and yellow. Using a triadic colour scheme can create a visual contrast by making each item stand out while making the overall image pop.
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literary review
“People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on colour� - 99 Designs Emotions that colours evoke in a consumer and the psychology behind colour choices on your branding should all be considered. Red can create heightened emotions such as excitement, passion and energy but it can also bring in feelings of anger and danger. Orange colours are playful and invigorating but can quickly becoming overpowering. Yellow gives off a sense of friendliness, youthfulness and cheeriness but too much can create a sense of cheapness. Green has a harmonizing, balancing effect meaning it is very versatile. It gives off a sense of growth, calmness and is associated with nature and the environment. Blue is seen as refreshing, trustworthy, calm and mature but is known to suppresses appetites. Purple has a luxurious, wise and cutting edge feel to it but
it has a hard time grabbing peoples attention. Pink is usually used for a more feminine audience as it has a modern, youthful, fun and gentle feel to it. Brown is associated with the earth, ruggedness, reliability and nature. Black can give off a modern, sleek look to show authority but it can quickly become overwhelming. Grey has a balancing, calming effect that portray professionalism and sophistication but it isn’t great for grabbing people attention. White is youthful and gives off a sense of purity and cleanliness but the effects of white depend almost entirely upon the other colours in the design.
Trend forecasting is the ability to predict possible future trends from data of past sales and market growth. It uses what has gone on in the past by using statistical information and market analysis which is then studied in attempt to spot a pattern or trend that may shape the future. It is a research methodology that studies changes in society which brands then use to help meet short and long term goals. Trend forecasting is used to help companies learn what consumers will be buying in the future and therefore is used by designers, manufacturers, retailers and marketers to give their brand’s a creative competitive edge in the market.
In branding, trying to shape a picture of what the future might look like is essential to stay ahead in the game so brands use trend forecasting to develop designs in which reflect consumer needs. Understanding what’s going to impact your consumers in advance is vital so you can respond in a way that’s right for both the brand and consumer. Using trend analysis and forecasts in the branding process will help to give the brand a competitive advantage as it gives the brand a distinct position in the market. The impact of forecasting on designs and branding could increase profits, market share, press coverage and overall footfall.
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literary review
AMALA PACKAGING (2019)
AMALA HYALURONIC SERUM PACKAGING (2020)
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literary review
The trends in which were predicted for cosmetics branding in 2020 are sustainability, being natural, having metallic elements and line art. According to LS:N Global, the beauty industry is moving as curious consumers choose to better inform themselves not just about the benefits of particular ingredients, but also about the effect they have on the planet. Consumers will feel they should begin to use sustainable alternatives to legacy brands. Another trend in the cosmetics industry, this time predicted by Mordor Intelligence, was the increase of natural and organic cosmetics. Meaning there will be a heightened demand for natural beauty products. The trend of outline typography and line art elements have been popular during 2018 and 2019 and
are now evolving into fully illustrated line art patterns and designs for the trend of 2020. The use of metallics and foiling on packaging is another trend predicted for 2020. As printing technologies advance, it is enabling manufacturers to offer innovative and eye-catching designs which are growing the cosmetics packaging market. For example, Amala, a skincare brand relaunched themselves in time for 2020, with a new sustainable and natural approach with new packaging including the use of metallics.
MELT COSMETICS BETTER THAN ROSES PR (2019)
BENEFIT BROW COLLECTION PR (2016)
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literary review
The unboxing experience is the process the customer goes through when they get the product home and open it up. This is an opportunity to make a good first impression as if the customer enjoys the experience, they are more likely to make another purchase. Beauty brand’s now tend to send out new products to beauty bloggers and influencers just before they launch to the public. They are sent in what they call ‘PR boxes’ which include the products, information on the products and sometimes occasional gifts. Brands send these boxes out for free, in hope that the influences and bloggers will post about the new products
to their followers on their social media platforms. This means the brand’s marketing is spread to many audiences they may not be able to reach themselves. On Youtube there is a video trend in which influencers and bloggers open up their PR boxes on camera and show their audiences what they received. The PR Box itself is often shown in the social media post about the products and in the PR unboxing videos. This means the design of the PR box is crucial as it sets the tone for the brand and products inside. These PR boxes can range from a simple cardboard box to a box with lights, mirrors and sounds.
BRITTANY PAGE TISSUE PAPER (2020)
GLOSSY BOX PACKAGING (2020)
TISSUE PAPER DESIGN (2020)
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conclusion
In this section, I have outlined my final project proposal using the research I have put into this book. I have also prepared a pagination plan and a timeline of tasks to complete the project.
Based on the research I have explored and uncovered, I will be branding a new, natural cosmetics and skincare brand. I will produce a set of brand guidelines which will outline the brand itself, the branding and the branding application. From the trend forecasting research, I have decided to make the brand natural and sustainable with only using recyclable materials. This follows the predicted trends for 2020 and will broaden up my consumer range. There is already a demand for natural skincare and there is a gap in the market for natural cosmetics. The brand I will create will be fore filling both of these demands. In addition to this, I will produce this research book, an Invison development board and a folder with images I have taken during workshops and in the studio. Looking at what other brands are already doing has given me a few ideas on how to tap into my target audience. The main demographic that I will be targeting will be 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, cosmetics, being eco-friendly 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. Narrowing down my audience before I start designing helps me to tap into their interests and what they already like to help give me some inspiration and pointers. The brand I will create will be an e-commerce company as selling products online makes them available to a larger audience. However, it does present the challenge of overcoming consumer reluctance to purchasing products they can’t touch or see first hand. Some of the ways I could overcome this are providing free samples on our website and also adding some into customer orders. Also linking any products used on the brands social media posts so my target audience can find the product which is being used directly. This means I will show the branding application on a website and Instagram page.
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conclusion
PAGINATION PLAN (2020)
To plan out my spreads for this research book, I crated a pagination plan. This allowed me to experiment with different design layout and order them in a way I want them to appear in my research book. I will do this with my brand guidelines in my project too as it will help to guide the layout and the content of it. To help with time management for the project, I have created a timeline. This shows the tasks I intend to complete and the ideal time frame I would like to have
them done by. Using a timeline has helped me in past projects so I intend to use one again for this project. The timeline will also help me to see if I am falling behind schedule or if I’m on track for the deadline day of the 4th may. It will also help to make sure I don’t miss out any parts of the project.
6th INVISION RESEARCH BOOK WORKSHOPS BRANDING RESEARCH BRANDING HISTORY RESEARCH COSMETICS BRANDING RESEARCH PACKAGING RESEARCH TARGET AUDIENCE RESEARCH CASE STUDIES - VISUAL LITERARY REVIEW THEORIES WRITE PROPOSAL LOGO DESIGN BRAND IDENTITY BRAND GUIDELINES PACKAGING MOCK UPS PR BOX DESIGN SHIPPING MOCK UPS WEBSITE MOCK UPS INSTAGRAM MOCK UPS PERSONAL REFLECTION BIBLIOGRAPHY PRINTING
13th
20th
27th
3rd
10th
17th
24
2nd
9th
16th
23rd
30th
6th
13th
20th
27th
4th
HAND IN DEADLINE
4th
TIMELINE PLAN (2020)
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personal reflection
In this section, I have evaluated my final project through a personal reflection. This includes how it responds to my career aspirations, and how I work as a designer.
I decided to make my research book a royal size format which is 156mm x 234mm each page. I planned out the layout for my research book and brand guidelines using pagination plans. As a designer, I like everything to be in order and form so working with a grid for the layout of my research book, has enabled me to align my composition of text and images. I have used a 8 x12 grid aligned to the margins on each page. This has enabled me to align horizontally and vertically giving me options for creativity. In my research book, I have stuck to two typefaces, Gotham and Baskerville. These gave me options to choose from as one is sans serif and another is serif. As the book was intended to be printed, I chose to set the body copy in Baskerville as a serif font is easier to read when printed than sans serif. Due to the small size format of the book, I set the body copy in 9pts with a leading of 10.8pts. This was a good size as its not too big and over powering but not too small to the point it becomes illegible either. I kept the body copy line length to 3 columns wide which came out at 47 mm. I made sure these were aligned justified as it looks uniform and sleek. Although the subheadings were in Baskerville too, I made them bigger and in orange and set them to the side to create type hierarchy. I gave each section heading its own spread to let the reader know they’re moving sections clearly. I used an analogous colour palette for the research book as
it kept the feel of the book uniform. Images that did not adhere to the colour scheme were either made an burnt orange shade or black and white to keep the book feel fluent. However, I felt it was important to leave the some images on the case studies as their original colours so it shows off their branding. Studio practices and workshops have helped me to create some more interesting layouts and opened up my capability to some new printing processes. Although I could not end up using these n my final outcomes, it was a good experience to test them out for future reference and ideas. The timeline that I created to help plan out my project helped to a degree but due to having to complete some of the project in lockdown, it meant I had to adapt some assets and extend the deadline to the 18th of may.
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personal reflection
A part of my project which I believe is strong is my brand name and it’s relation to what the brand is and about. The name Face Palm relates to cosmetics and skincare as its all about your face but it also has a humorous aspect from the action of face palming. The branding design includes graphics of leaves which links in with the palm part of the name too. The logo works well when increased and decreased in size and overall is distinctive for consumers to remember and recognise. In my opinion, the packaging works well and it is something I personally would like to display on my dressing table due to the metallic classy feel it gives off. The packaging also appeals to my intended target audience as I have asked for their opinions on the finished outcomes and the feedback was all positive. The colours bring a natural connotation as well as making the products look approachable and user friendly. I also believe that tapping into trend forecast predictions for cosmetics branding in 2020 was a good idea as it has helped to make my brand relevant in today’s market. I found idea generation the trickiest part of the process of designing as I struggle to come up with original ideas by myself. I spend a lot of time trying to come up with new ideas and not getting anywhere which ultimately delays my design process. To overcome this, I try to look at other designers and take aspects of
what they have done and try and use it to influence what I am doing. With having to complete a lot of my project based at home during isolation, it has been tricky to see all of my classmates work. So a lot of the designers that I looked at are contemporary which I have found on Instagram, Pinterest and Behance ect. Once I have a solid idea set out, I then am able to get on and design accordingly. Speaking to friends which are also designers and some who aren’t has helped to get outsiders perspectives on my project and give me pointers on where I can improver and what’s working well. As part of my initial brief final outcomes, I wanted to produce a PR box showcasing how the brand could send out products to influencers. However, due to being in isolation and the hand in now being all digital, it was clear that this idea wasn’t practical or in the picture anymore. Instead I came up with concepts of how the shipping packaging will look, when sent out to customers. Something which I believe I could have improved on would be coming up with a promotional concept for the brand like a campaign. This is something that could have helped to push the brand further and also show my knowledge surrounding campaigns. Another thing I could have done is come up with some designs showcasing limited edition and seasonal collections.
Products are made in the factory but, brands are created in the mind
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personal reflection
This project responds to my career aspirations as I would like to be a packaging designer in the cosmetics industry. I believe designing for existing brands could be a better route for me as they have established branding to work with so it removes some of that phase of idea generation at the beginning. This project has reinforced that I would like to go into branding for cosmetics especially in the packaging sector as it is something that combines both my interests of design and makeup. The knowledge from this project has given me a clearer understanding of branding in the beauty industry today. This has further informed me about how I can now brand my own eyelash extensions to sell, taking my own business further. Taking the knowledge of trend forecasting, packaging, sustainability and branding in general has helped me to understand how to target and brand for my intended audience.
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bibliography
In this section, I have Harvard referenced all my research sources and all my image sources that I have used in my project and to create this research book.
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Fleming, O (2020) How to transform your skin care, makeup, and hair care routine with nontoxic products that actually work At: https://www.harpersbazaar.com/beauty/skin-care/a28352553/clean-beauty/ (Accessed on 29th April 2020) Flyod, F (2019) 1 Year later - the best Beauty Bay products according to you At: https://www.beautybay.com/ edited/best-beauty-bay-products/ (Accessed on 19th March 2020) Foley, D (2019) Product packaging pattern trends for 2020 At: https://www.creativebloq.com/features/ product-packaging-pattern-trends-for-2020 (Accessed on 3rd March 2020) Forbes, P (unknown) Product Packaging Design: The Forgotten Marketing Medium At: https://packhelp.co.uk/ packaging-design/ (Accessed on 13th March 2020) Forbes, P (unknown) The Anatomy Of A Killer Unboxing Video: How and Why At: https://packhelp.co.uk/ unboxing-phenomenon-why-people-watch-unpacking-videos/ Gilliland, N (2018) 10 brilliant examples of content marketing from beauty brands At: https:// econsultancy.com/content-marketing-beauty-brands/ (Accessed on 24th March 2020) Head & Shoulders, (2020) Homepage At: https://www.headandshoulders.co.uk/en-gb/shop-products/ dandruff-shampoo/supreme-purify-and-volume-shampoo (Accessed on 7th April 2020) Head & Shoulders, (2020) Leave no trace on the planet At: https://www.headandshoulders.co.uk/en-gb/ about/sustainability/leave-no-trace-on-the-planet (Accessed on 7th April 2020) Head & Shoulders, (2020) Leave nothing behind - reducing our environmental impact At: https://www. headandshoulders.co.uk/en-gb/about/sustainability (Accessed on 7th April 2020) Head & Shoulders, (2020) Sustainable packaging and recycling shampoo bottles At: https://www. headandshoulders.co.uk/en-gb/about/sustainability/sustainable-packaging-and-recycling-shampoobottles (Accessed on 7th April 2020) Helias, V (2018) Fairy, Head & Shoulders and Tesco launch eco-friendly bottles At: https://www. packagingnews.co.uk/top-story/fairy-head-shoulders-tesco-launch-eco-friendly-bottles-17-08-2018 (Accessed on 7th April 2020) Helias, V (2017) P&G’s Head & Shoulders to create recyclable bottle using beach plastic https://www. packagingnews.co.uk/news/environment/pgs-head-shoulders-to-create-worlds-first-recyclableshampoo-bottle-using-beach-plastic-20-01-2017 - virginie helias quote (Accessed on 7th April 2020) Herbivore Botanicals (2020) Homepage At: https://www.herbivorebotanicals.com (Accessed on 19th March 2020) Hill, L (2018) Five trends for consumer wellness in 2019 At: https://www-warc-com.ucreative.idm.oclc.org/ content/article/admap/five-trends-for-consumer-wellness-in-2019/124368 (Accessed on 12th March 2020) Hillier, L (2019) Behind Kylie Jenner’s success in a saturated cosmetics industry At: https://econsultancy.com/ behind-kylie-jenner-s-success-in-a-saturated-cosmetics-industry/ (Accessed on 20th March 2020)
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This research book supports my final major project. Here you will find my research on branding, specifically cosmetics branding, the case studies and theories I have explored and my final project proposal. You will also find my personal reflection on how the project went, how I have progressed as a designer and how this project responds to my career aspirations.