01 Visual Strategy Guide
VISUAL STRATEGY GUIDE
BURT’S BEES
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Visual Strategy Guide Burt’s Bees Brand Book
Throughout the Visual Strategy Guide, we will be analyzing the iconic Burt’s Bees brand. By truly understanding the brand’s history and soul, we will be able to determine the best way to propel them into the future in the most effective and successful way. In the visual development guide, we show the process of how the logo was created. In the Visual Standards Manual, we demonstrate how the identity system works as a whole and how it should be implemented.
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THE HERITAGE Brand History
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Brand Timeline
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OUR FUTURE New Mission
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Who We Were
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Who We Are
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Our Audience
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OUR COMPETITIONS Current Competitors
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Adjecent Competitors
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Aspirational Competitors
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01.
The Heritage | Brand History
| Brand Timeline
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Brand History Description | History
Burt’s Bees is an American personal care products company that markets its products internationally. The company is a subsidiary of Clorox that describes itself as an “Earth friendly, Natural Personal Care Company” making products for personal care, health, beauty, and personal hygiene. Its products are distributed globally. Burt’s Bees manufactures products with natural ingredients, using minimal processing, such as distillation/condensation, extraction/ steamed distillation/pressure cooking, and hydrolysis, to maintain the purity of ingredients. In addition, every product has a “natural bar” which gives a percentage of natural ingredients in that product.
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Maine artist and single mom Roxanne Quimby uses leftover beeswax from Burt Shaviyz’s honey bees to make candles. Burt’s Bees is born.
1984
1989
1991
1994
1998
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An NYC boutique falls in love with the artistry of Burt’s Bees’ candles. We start shipping them by the hundreds.
Beeswax Lip Balm is added to the lineup and quicklu becomes best seller.
With demand exploding, it’s time to move to bigger digs. Burt’s Bees relocates from Maine to North Carolina to focus on health and beauty care.
They finger-loving Lemon Butter Cuticle Cream—amassing 30 awards, including four Allure Best of Beatty wins—marks they expansion into personal care.
Burt’s Bees goes global. Over the next five years, they open offices in the UK., Ireland, Canada, Hong Kong, and Taiwan.
Savvy searc ral be get a with L which color care i
99
y women in ch of more natueauty care breakthrough Lip Shimmers, h offer lush and natural lip in one.
Brand Timeline 2003
They Expand into drugstores and Target, furthering they mission to make nature products avalible to everyone. They launch 30 products in a year.
2006
Burt’s Bees formailzes The Greater Good—part philosophy, part business model— which keeps us connected to our founders’ calues even today.
2007
A PSA about Colony Collapse Disorder—featuring Burt himself— marks our support for the plight of the bee; in 2012, the campaign officially becomes known as Wild for Bees. Meanwhile, they collaborate with the Natural Products Association to develop the Natural Standard for Personal Care Products.
2008
They launch Natual Acne Solutions, the first and the only truly natural acne line. They innovative use of Willow Bark to combat acne is a revolution in natural face care.
2010
2011
Burt’s Bees is named #1 in an ImagePower Green Brands Survey. 2012 They launch vibrant, smelltatic brand gud.
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02. Our Future | New Mission
| Who We Were | Who We Are | Audience
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To improve the positive circle of the relationship between bees, nature and people to achieve symbiotic development.
New Mission Mission | Rebranding Objective
Burt’s bee will be encouraging people to enhance their thought of being friendly to bees and the environment. Our future extensions are essential to achieving symbiotic development through balance the relationship between bees, nature, and people. Link Establishing closer links between human and bees. Reducing the damage to bees and protecting them will also have a positive impact on nature and human development. Make people aware of the importance of nature and bees and encourage them to do something is good for nature and bees.
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Symbiosis Strengthen the balanced relationship between human, bees, and nature to achieve symbiotic development.
Responsible Everyone has the responsibility to make personal contributions to protect the environment and bees.
Respect Everyone needs to respect any living thing on the earth, bees and nature are the same, in order to achieve harmonious development.
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Who We Were Large scale | Traditional | Productive
This part shows the be ages of Burt’s Bees. The mages are in nine categories that include object, architecture, texture, person, color, animal, activity, chair and drink The grid within all images tells a brand story and gives a clear sense of the feel and look.
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Who We Are Symbiosis | Responsible | Respect
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Our Audience Identifying and understanding who we are talking to are one of the most important initial steps in starting a conversation. Interviewing people to get inspiration Torre-branding Burt’s Bees. We selected six personas as Burt’s Bees target, from the most primary to the least primary. On the other hand, knowing the opposite audience reveals how far we have gone. We selected two persons as the non-target for Burt’s Bees.
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An Strong Environmentalist
Paul Gonzalez 35 | American | Engineer | $150k/y | New York He is a strong advocate for environmental protection. Not only should he do his best, but he also asked the people around him to do some little things about environmental protection.
Ethnographic Traits •
In his spare time, he will volunteer to join some environmental protection groups to make efforts for environmental protection.
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People around him are influenced by him, they will consciously or unconsciously choose organic products, save resources and so on.
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He only chooses brands that are environmentally friendly to the earth. Because he feels that enterprises should have a sense of social responsibility, so that while developing the economy, the environment will also be protected.
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His girlfriend is a delicate woman who will help him buy his daily necessities.
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He doesn’t like online shopping and thinks that a lot of packaging wastes a lot of resources.
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He only rides green transportation every day. He thinks environmental protection should start from small things.
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He has adopted many pets in his family, and he is also a loving person.
A Mon With Two Children
Samantha Smith 42 | Canada | Mother | $100k/y | Vancouver She believes that having healthy habits will make life more orderly. She pays great attention to the quality and source of food materials, and is an advocate of organic food.
Ethnographic Traits •
She attaches great importance to health, vegetables must be organic food, pay attention to nutritional balance. Because she wants her two children to grow up healthily.
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She and her husband often take the children to the farm to pick up produce. One reason is that vegetables are fresh and safe, and the other is that they can help children gain more experience.
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She often organizes family gatherings to promote the feelings of relatives and friends.
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She enjoys the happiness that the cooking brings to her, because she can accompany her children to grow up and prepare meals for her dear husband every day.
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She did not choose expensive skin care products, she would choose some natural ingredients, more comfortable products to use.
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She enjoys living with her family and the quiet time of being alone. She feels that life is full of happiness.
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She also attends yoga classes, which help him to relax physically and mentally.
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A Dancer with Strong Seasonal Allergy
Emma Ross 28 | American | Dance Teacher | $90k/y | San Francisco She is a dancer with a strong seasonal allergy. Every season changing, she had to wear a mask every day to prevent her sensitivities from getting worse.
Ethnographic Traits •
She dared not go to the restaurant to eat, because the restaurant cannot be 100% sure of the fresh and organic ingredients. She buys and cooks herself every day.
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Her skin is so sensitive that she has to choose natural skin care products and cosmetics. So she would look carefully at the ingredient list on the package.
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She will complain about the false brand in the advertisement because she believes that the brand should have basic integrity.
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She’ll go to the dermatologist and get some medical skin care products.
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She investigates how good a product is before she purchases it and consumes it carefully. Because the skin is too sensitive, I dare not easily try new products.
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She likes to watch the channel without many makeup bloggers because she likes to study skin care products.
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Occasionally, she writes articles about how sensitive skin chooses skin care products and publishes them in her blog.
A Fresh College Graduate
Chia-i Huang 23 | Taiwanese | Finding jobs | Reliant on Her Parents | Taipei She is a fresh graduate of biology. To protect the environment artificially, she has to start with small things in her life.
Ethnographic Traits •
After graduation, she and her college classmates rent and live together. she just graduated has strong ambition.
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She and her roommate always share the products with each other. They also recommend environment-friendly products to each other.
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Every time she buys daily necessities, she carefully checks the ingredients to make sure there are no ingredients that are bad for the environments because she doesn’t want her daily necessities to be a burden on the earth.
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She has participated in many environmental protection activities because it can better influence the people around her to start and continue to care about environmental protection.
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She never buys over-packaged products but also advocates that friends and relatives around her should not do so, because she believes that over-packaging is a waste of resources.
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Once she uses a good product, she always buys back because she thinks it hard to find a good product.
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Because of the pressure of looking for a job, her skin condition will become unstable, so she will take skin care seriously every day.
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A University Teacher
Fusheng Li 53 | Chinese | A University Mathematics Teacher | $120k | Beijing He is a middle-aged and old university teacher who is eager to accept new things and yearns for rural life. After a serious illness, he realized the value of life and advocated healthy living habits.
Ethnographic Traits •
He is a man who pays attention to physical and mental health because he wants more time to impart knowledge to students.
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When it comes to holidays, he will take part in all kinds of meaningful activities because he hopes to make a contribution to society.
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Having lived in a big city for a long time, he often misses growing up in the countryside when he was a child. During holidays, friends are often invited to go on outings in the suburbs of the city.
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He rented a small plot of land in the suburbs of the city to grow green vegetables and fruits, where he would pick and care every weekend.
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His family in Beijing is planted with green plants everywhere, which he feels is like living in the countryside.
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He thinks health is the first because he had a serious illness two years ago. Since then, he has developed healthy living habits, whether in diet or in work and rest.
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He is easy and receptive to new things, because of his professional relationship, he contacts young people in their 20s and often discusses young topics with them.
A Professional Women Who Loves Life
Sandra Miller 32 | American | Web Designer | $110k | San Francisco She likes her job very much, but work pressure is unavoidable. Most of the happy things brought by life. She very enjoys a person’s quiet time.
Ethnographic Traits •
She likes aromatherapy products to relieve the pressure of work.
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She likes beautiful products with exquisite packaging. Having this type of products will enhance her happiness.
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She likes to ask her friends to go to green places and feel the relaxation brought by the fresh air.
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She likes to increase her experience and make more friends by traveling.
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She is not blindly pursuing a famous brand. She thinks that the best one is the one that suits her.
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Home decoration is very warm because she believes that life and work are separate, the warmth of the home can improve the quality of life.
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She likes a romantic atmosphere and often lights candles or decorates light bulbs at home.
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A Fashion Cool Girl
Bernadette 27 | French | Fashion Stylist | $120k | New York She believes that women should be confident and have a positive attitude towards life. She believes that only exquisite women deserve happiness.
Ethnographic Traits •
She likes to try all kinds of skin care instruments because she believes that scientific instruments are more reliable.
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She likes to try out all kinds of new products so that she can find a better one for herself.
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When buying skin care products, believe in the power of the brand. She believes that brand culture is more important when selecting new products.
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She has the courage to try, to take risks, and to like new and fashionable things in her life.
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She pays great attention to personal care, from head to toe, and she thinks women need to live delicately.
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She never only sells expensive products, she will try different kinds of products. She doesn’t think expensive is necessarily good.
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She has healthy living habits and a positive attitude to life every day.
A Poor Sleeper
Daivd Brown 37 | American | IT | $140k/y | San Francisco He is an IT professional who suffers from long-term insomnia due to various pressures. He has been looking for ways to cure or alleviate insomnia. Because insomnia can have a bad effect on life or work.
Ethnographic Traits •
Because of pressure, he couldn’t sleep all night, which affected his work during the day. A vicious circle that has been going on for a long time.
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He went to the doctor many times, and there was no good way to solve the problem of insomnia.
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He bought many products on the Internet to help sleep, such as sleep, aromatherapy, sleep spray, eye patch and so on.
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He likes to be alone, face the computer every day, and don’t like to talk to people.
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The only thing he likes is growing flowers and plants so that he feels that life is full of power.
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He lived a rough life without the concept of quality of life.
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He has adopted many pets in his family, and he is also a loving person.
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He likes making friends in the Internet world because he feels more comfortable.
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03.
Our Competitions | Current Competitors
| Adjacent Competitors | Aspirational Competitors
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Garnier
Nourish
Garnier is a mass market cosmetics brand of French cosmetics company L’Oréal. It produces hair care and skin care products.
Nourish Organic is the first USDA Certified Organic and cruelty-free skincare line with a number of beauty products that repair skin, hair, and nails.
L’Oréal
Clinique
L’Oréal S.A. is a French personal care company headquartered in Clichy, Hauts-de-Seine with a registered office in Paris.
Clinique Laboratories is an American manufacturer of skincare, cosmetics, toiletries and fragrances, usually sold in high end department stores.
Nivea
Juice Beauty
Nivea is a German personal care brand that specializes in body-care. It is owned by the Hamburg-based company Beiersdorf Global AG.
Juice Beauty offers organic skin care and organic beauty products that are clinically validated to show transformative results.
Tom’s
Alaffia
Tom’s of Maine is a brand name and manufacturing company of personal care products with only natural ingredients and a majority-owned subsidiary of Colgate-Palmolive since 2006.
Award Winning Alaffia produces whole body care for body, hair, baby and face—made with fair trade, Non-GMO, and MADE SAFE ingredients.
Dove
NOTO
Dove is committed to help all women realise their personal beauty potential by creating products.
NOTO botanics is a multi-use natural cosmetic line with belief that self expression though self care can be achieved all the while being mindful to the environment. Created by makeup artist Gloria Noto Inspired by community, culture, self expression, and Nature.
Current Competitors Mainly About Nature Personal Care
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Adjacent Competitors Brands about heathy and positive lifestyles
The Body Shop
CVS
The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company.
Award Winning Alaffia produces whole body care for body, hair, baby and face – made with fair trade, Non- GMO, and MADE SAFE ingredients.
GNC
L’Occitane
GNC carries a wide variety of health, workout, & dietary supplements, driving your body to its peak in performance.
L’Occitane en Provence and commonly known as L’Occitane, is an international retailer of body, face, fragrances and home products.
Puritan’s Pride
24 Hour Fitness
Puritan’s Pride has developed loyal customers over the past 40-plus years because of these core values.
24 Hour Fitness is a privately owned and operated fitness center chain headquartered in San Ramon, California.
Whole Foods
MUJI
Whole Foods Market Inc. is an American supermarket chain which exclusively sells products free from hydrogenated fats and artificial colors, flavors, preservatives, and sweeteners.
Muji is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or “nobrand” policy.
Lululemon
Lush
Lululemon is a self-described yoga-inspired athletic apparel company for women and men. The company was originally based in Canada but has expanded to sell its products internationally in both store fronts and online. While the brand is known for its stylish and high-quality items.
Lush is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. A few years later, they decided to branch out and start their own business selling natural hair and beauty products.
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Greenpeace
Planet Bee Foundation
Greenpeace is a non-governmental environmental organization with offices in over 39 countries and with an international coordinating body in Amsterdam, the Netherlands.
A San Francisco-based environmental education nonprofit on a mission to change the world.
Friends of the Earth
Eartheasy
Friends of the Earth International is an international network of environmental organizations.
Eartheasy provides solutions for sustainable living in the form of eco-friendly products, comprehensive guides, and informative articles.
Avaaz
Honeybee Conservancy
Avaaz is a U.S.-based online site launched in January 2007 that promotes global activism on issues such as climate change, human rights, animal rights, corruption, poverty, and conflict.
The Honeybee Conservancy at Rodale Institute was started in 2012 in response to the major health problems that have decimated the honeybee population.
Friends of Nature
PAN
Friends of Nature is an international movement with a background in the Social Democratic movement, which aims to make the enjoyment of nature accessible to the wider community by providing appropriate recreational and travel facilities.
Pesticide Action Network is “an international coalition of around 600 NGOs, citizens’ groups, and individuals in about 60 countries.” which opposes pesticide use, and advocates what it presents as more ecologically sound alternatives.
Green Grouss
Urban Bees
Our mission is to respond to the combined challenges of security, poverty and environmental degradation to ensure a sustainable and secure future.
Pesticide free tree flowers are UrbanBeeSF’s main focus to support all pollinators by providing them with chemical free forage. In an effort to help biodiversity and native species in San Francisco, UrbanBeeSF now raises and releases two Native Pollinators; Anise Swallowtail Butterfly and Mason Bees.
Aspirational Competitors Brands about environmental protection and sustainable development
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Typography Nimbus Sans Poppins Design Shuo [Hannah] Liu 04652591 Instructor & Class Information Hunter Winmer GR 604 Nature of Identity Spring 2019 Academy of Art University Printing & Binding Blurb.com
Copyright © 2019 Shuo Liu All Rights Reserved. No part of this publication can be reproduced without permission from Shuo Liu.
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