Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 1/17
Brief Outline Design and produce a new revamped identity for the Simple Spotless Skin Range clearly targeted towards its teenage audience. Consider how products that may seem embarrassing to buy first time can be made to look ‘cool and acceptable’ in the shopping basket. Propose a starter pack including a retail box intended for display in retail environment. Extend the brand to bring in products to give it more of a lifestyle feel.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 2/17
Background and Context
Background
Considerations
Target Audience
Concept
Simple is a Unilever brand dating back to the 1960’s. It was the first UK skincare brand to formulate a cleansing product containing no colour and no perfume, designed to care for even the most sensitive skin. There are seven ranges of skincare solutions under the Simple brand, each designed to cater for different needs and age groups. Simple Spotless Skin is the range developed for teenagers. The images on this board showcase the existing brand identity.
Buying skin products to eliminate spots and keep your skin clean can for many people be quite a private and sensitive decision and experience. Therefore to engage with teenagers who are just entering into this market, care has to be taken to make the brand as approachable, friendly and ‘acceptable’ as possible. In addition through research of the current ranges under the Simple brand, it was felt that the visual aspect of all ranges were fairly similar. Consider giving this range its own look.
Non gender specific teenagers already from the early age of 10 when interest and the need for skin products first appear. People who want products that do what they say on the packaging and are straightforward to use.
The new concept is designed to speak directly to its audience in a ‘no nonsense, get what you see’ manner. It is intended to rebel slightly against the other skin care solutions under the umbrella of Simple. This is a range which demands its own identity, one that speaks fresh, young and confident.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 3/17
Research
Research Sources
Research - Use of Colours
Research - Use of Typefaces
Research - Lifestyle
Research undertaken ranged from visiting shops and seeing what was on the shelves, to studying ranges advertised in the Boots Christmas catalogue as well as looking online for teenage skin care. Notice was taken especially of colours used and hierarchy of text. There was a focus on how to get a lot of information across on a small space whilst creating an eyecatching visual effect.
It was noted that fresh colours used for text created an element of youth and cleaniness. Block colours used for the tubs and containers helped to bring a level of sophistication and simplicity to the products that could be interpreted as a ‘confident’ image of a brand. This also seemed to communicate a very clear message to the audience about how easy it would be to use their products.
Clean typefaces appeared to have most impact and the ability to draw attention. Some brands apply a level of speaking to the audience in order to engage with them. Heavy weight of typefaces seemed to help bring high visual impact.
Several brands introduce other products in addition to skincare products into their ranges such as wash bags, make up bags, tote bags in order to add a lifestyle feel to the brand. This also gives the audience opportunity to use the brand for several purposes and therefore helps to establish and improve brand awareness.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 4/17
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New Brand Identity
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SKIN SKIN Logo The new logo brings a fresh, stripped back, yet bold look to the Teen Skincare Range. It is designed to give the range its own identity within the extensive range of Simple Skincare Products. Emphasis has been given to allow the notion of the Mother brand name ‘Simple’ to shine through in the design and communicate the essence of each product with less copy than the current branding.
The main logo used for promotional purposes has been proposed in two versions; with Simple in yellow or in green. This is to offer a visible option of the logo on a wide range of collateral.
Clean & Fresh Mission Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz @£%&!?*/”., 0123456789
Yellow C0 M10 Y100 K0
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Colour scheme
Trevor Baum and James T. Edmonson’s Mission Gothic, a recent addition to the Gothic typefaces, is a very suitable display typeface with high readability for a young audience. Its clean lines offer a fresh, innocent and young look to the design helping to promote these products as ‘straightforward and easy to use’.
Green C57 M0 Y100 K0
Orange C0 M80 Y95 K0
Blue C100 M0 Y0 K0
Purple C67 M100 Y0 K0
The main identity of the range is warm yellow and mid green both relating to freshness and nature, as well as representing the natural ingredients in the products and the cleanliness achieved through using them. The fresh colours on white products are eye catching on the shelves. It is proposed that each product in the range has its own colour represented in the Mother brand Mission Gothic’s variety of weights makes it especially name ‘Simple’ in order to easily distinguish between suitable for a range of skincare products allowing them. Orange, Blue and Purple contrast and stand out scope for products with very small packaging. against the yellow and green to give an edge and less traditional look to this Teen Skincare Range.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 5/17
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Identity Application - Labels
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SKIN SKIN SKIN face wash gel
spot fighting formula no perfume no colour natural antibacterial
RESULTS FROM DAY 1
face scrub gel
face moisturiser
black head remover no perfume no colour natural antibacterial
anti blemish formula no perfume no colour natural antibacterial
RESULTS FROM DAY 1
RESULTS FROM DAY 1
Simple YOUNG SKIN face wash gel contains the perfect blend of antibacterial and cleansing goodness to help deeply cleanse, purify and tone your skin by removing hidden dirt and unclogging pores. Perfect even for sensitive skin.
Simple YOUNG SKIN face scrub gel helps eliminate blackheads. It contains a perfect blend of antibacterial and cleansing goodness to help remove dead skin cells, dirt and impurities. Perfect even for sensitive skin.
Simple YOUNG SKIN face moisteriser offers an anti blemish control. A unique blend of antibacterial and moisterising goodness to help maintain moisture levels throughout the day whilst ensuring long lasting shine control. Perfect even for sensitive skin.
FOR BEST RESULTS Use daily on wet face. Work a small amount into lather in your hands. Massage on wet skin, rinse with water. It wash gel gets into your eyes rinse thoroughly with water.
FOR BEST RESULTS Apply a small amount to damp face and neck. Gently massage in circular movements avoiding eye area. Rinse away with water. Use as a part of a Young Skin regime.
FOR BEST RESULTS Smooth gently into your face and neck using upward and outward movements. Use as part of a Young Skin regime.
INGREDIENTS Aqua, Cocamidopropyl Betaine, Propylene, Glycol, Sodium, Laureth Sulfate, PEG-7 Glyceryl Cocoate, Acrylates/C10-3- Alkyl Acrylatem Crosspolymer, Polyethylene, Sodium Chloride, Zinc PCA, Panthenol, Sodium Hydroxide, Hamamells Virginiana Distilate, Xanthan Gum, Sodium Hydroxymethylglycinate, Methylparaben, Benzophenone-4, Dipropylene Glycol, Phytosphingosine, Pantolactone, Athemis Nobilis Oil, Lavandula Agustifolia Oil, Citric Acid. Contains no animal derrived ingredients.
INGREDIENTS Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Anthemis Nobilis Oil, Aqua, Benzoic Acid, Benzophenone-4, C12-15 Alkyl Benzoate, Camellia Sinensis Extract, Cetearyl Alcohol, Citric Acid, Dimethicone, Dipropylene Glycol, Glycerin, Glyceryl Stearate, Hamamelis Virginiana Distilate, Lavandula Angustifolia Oil, Mehtylparaben, Oryza Sativa Germ Powder, Panthenol, Pantolactone, PEG-100 Stearate, Polyethylene, Propylen Glycol, Sodium Benzoate, Sodium Hydroxide, Sodium Hydroxymethylglycinate, Sorbic Acid, Tocopheryl Acetate, Zinc PCA. Contains no animal derrived ingredients.
INGREDIENTS Aqua, C12-15 Alkyl Benzoate, Propylene Glycol. Clyceryl Stearate, Clycerin, Nylon-12, Dimethicone, Panthenol, Acrylates/C10-3- Alkyl Acrylate Crospolymer, Ceteral Alcohol, Corn Startc Modified, Zin PCA, PEG-100 Stearate, Sodium Hydroxide, Sodium Hydroxymethylglycinate, Benzophenone-4, Bisabolol, Methylparaben, Tocopheryl Acetate, Dipropylene Glycol, Phytosphingosine, Aloe Barbadensis Extract, Citric Acide, Pantolactone, Antemis Nobilis Oil, Potassium Sorbate, Lavandula Angustifolia Oil, Sodium Bennzoate. Contains no animal derrived ingredients.
150ml
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Please recycle me. Tube PE, Cap PP
simple.co.uk
we believe in goodness
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Please recycle me. Tube PE, Cap PP
simple.co.uk
we believe in goodness
Labels - Front
Labels - Back
Whilst the front labels are designed to catch the attention of the audience visually, they are also intended to imprint a quick message in their mind that using this kind of skincare is straightforward and easy with a quick result. This has been achieved by using the clean, colourful logo together with an almost bullet point style description. It is easy to differentiate between the tubs due to the colour variations. Dimensions: W50 x H80 mm. Clear adhesive label.
The labels on the back of the tubs are slightly bigger due to the amount of information displayed. The colours tie in with the front of the tubs to create coherence and ease of understanding. The bar code labels are printed in the same green colour as used in the logo to keep the overall look within the colour scheme of the brand. Dimensions W53 x H95 mm Clear adhesive label.
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Please recycle me. Tube PE, Cap PP
simple.co.uk
we believe in goodness
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A set of essential products for clear no harshness and spotless skin Zinc & chamomile goodness.
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Stock: White card 200gm
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Lid H60 x W185 x L300 mm Tray H60 x W182 x L297 mm Base H15 x W58 x L 295 mm
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A pattern has been created using the logo and adding ‘no harshness’ as a strap line to emphasize the mildness of the products. This pattern has been overlaid on the lid of the box to create a youthful and fresh appearance. The tray for the starter set acts as a contrast to the tubs with its yellow block colour. This works well to grab attention on the shelves. A base with a hole for each tub to sit in has been designed in matching yellow.
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Identity Application - Retail Packaging
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Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 6/17
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Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 7/17
Development Process
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SKIN wash & cleanse
Identity Development
Packaging Development
The development of the new identity started by hand on paper. This was inspired by research to create a typographically themed identity, using colour to bring out a young fresh personality. Through further experimentation using Illustrator two versions were narrowed down. White tubs in a clean, slightly triangular shape were chosen as it was felt this would represent an overall balanced look. The white tubs help bring out the colours of the logo and other text.
This took form in a journey of mock ups first of all in mini size to assess most appropriate construction and format. Having a physical mock up can aid judgement and decision making and furthermore it is easier to get feedback from other people during the development process when a physical product can be presented. The box and lid system was chosen for its simplicity in construction with the advantage of being able to easily create a window to display the products. In order to draw the net in illustrator, a manual mock up in the
correct size was made. Products were put inside to test sizing. During this process it was decided to change the design slightly and move the description area to the right hand side of the box rather than keeping it as an extra square floating down over the window. It was felt that this would provide a stronger lid due to the wider right hand side margin and the risk of the small square ripping off was eliminated. Furthermore it would allow better vision of the products. This exercise also revealed the need for a base to stabilise the tubs.
After the box and lid had been assembled further testing was made ensuring that the two parts would fit together perfectly. The stock used for the purpose of this brief is assessed as appropriate quality. However, should these be produced in reality, it is suggested that heavier stock should be used. This was also considered for the brief but from previous experience it has been noted that heavier stock is prone to break when folding manually. It is also advisable for the tubs to be further secured to the packing for retail purposes.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 8/17
Identity Application - Products
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 9/17
Identity Application - Products
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 10/17
Identity Application - Products
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 11/17
Identity Application - Retail Packaging
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 12/17
Logo Application - Product & Packaging
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 13/17
Home and Travel A range of accessories to the skin care products have been proposed in order to extend the use of the brand and the get audience to ‘live’ the brand. Items such as wash bag, eye pad for sleeping and a fabric bag lend themselves to use when travelling or attending sport. Towels, face flannels and scrub ball are everyday items that can be used at home as well as when travelling.
Further Products - Home and Travel
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 14/17
Promotional Products - On The Beach
On The Beach In order to get teenagers to engage more with the brand, a range of leisure items for summer activities and going to the beach have been proposed. Items such as flip flops in the colours of the brand as well as sunglasses with the logo will help to move the brand into the fashion section. Beach balls available in the colours of the brand with logo will aid to transfer an element of fun and play to the brand personality.
It is proposed that these items could be sold in places such as Boots and Superdrug where the skincare products are sold, A promotional area could be set up during spring and summer to draw attention to the range. This will help influence an element of lifestyle attachment to the brand.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 15/17
Magazine Advert
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 16/17
Old Identity Versus New Identity
Evaluation
Comparing the new identity with the old reveals a distinct new personality to be seen, yet elements such as the mother brand ‘Simple’ does not appear too far away from the existing. This was a deliberate move to retain an element of heritage of the brand and recognition of the brand value already built up. The new identity clearly demonstrates a more direct approach to its audience and in comparison to the old represents a much younger personality with a straight forward tone of voice coming through via the colourful logo and clean typeface.
I feel very happy with the outcome of this brief. I have demonstrated an ability to steer the identity of the range much closer to its audience. The concept of creating a Starter Set represent of way helping the audience to learn about skin care and which products are needed. My approach to create a lifestyle feeling, I believe offers a fresh take on how these products could be promoted and become something teenagers want rather than need to buy. I am happy with the execution of the packaging and feel it very much resembles a ready made solution for retail.
Jane Hansesgaard | OUGD603 | Simple Young Skin | Board 17/17