CLEANSE COSMETICS Brand Book
Contents Brand Summary Brand Personality Brand Promise Brand Position Brand Ethics Colour Palette Logo Guidelines Font Guidelines Packaging Packaging Guide The Products Target Audience Photography Guidelines
Brand S um ma ry An upcoming beauty brand, Cleanse Cosmetics a sustainable beauty brand who puts the clean in cleanse and were made to save the world. Cleanse Cosmetics focuses on sustainability within their business. Cleanse Cosmetics is 100% recyclable. The packaging that Cleanse Cosmetics uses is completely recyclable and some of the products packaging can be reused. The ingredients that are used are completely natural/organic and cruelty free.
Brand P ers on ality Cleanse Cosmetics is promoted transparently to their customers to show our true brand personality. This way they have true confidence within Cleanse Cosmetics and also within our products, as the products they are purchasing are also making a difference to our environment. Honest Reliable Helpful Innovative Enthusiastic Exciting Down to earth Confident
Brand P ositio n Cleanse Cosmetics is a sustainable and an affordable brand. Our main focus is our customers and sustainability with trying to save the world. We want our customer to live a sustainable life while also looking after their skin and looking good.
B r and P rom ise Cleanse Cosmetics always promises to look after our customers as they mean the world to our brand. Cleanse cosmetics also promises to always look after the environment and animals as that is the main purpose of our brand. We are about making sure that people are refilling and recycling their packaging to help sustainaility, this is what makes us different to other skincare and cosmetics brands that are out there. With us you can purchase refills.
Brand E thics Cleanse Cosmetics is always trying new ways in becoming more sustainable and other ways our brand could help save the planet. Cleanse Cosmetics is completely against animal testing which is why we have also decided to become a natural and vegan brand. Cleanse Cosmetics is completely recyclable, all our packaging is recyclable. We also have refills available so if gives the customers the option to reuse their packaging.
C o l our P ale tte Cleanse Cosmetics keeps a very simple colour palette and likes to keep to those three colours that are shown above and stated below. C=0, M=0, Y=0, K=100 C=17.61, M=0, Y=5.44, K=0 C=0, M=0, Y=0, K=0
CLEANSE COSMETICS L o go Guid elin es Our logo has been deigned to look simple, clean and easy on the eye. CLEAN should always be in light blue to make to CLEAN stand out as that what our brand represents - it represents being clean and sustainable. The logo should always stay as seen above especially using the colour palette as that is what fits the brand identity and the rest of Cleanse Cosmetics branding.
F o nt Guid elin es Fonts are important as its attracts the readers. Using easy to read fonts is key. Fonts should be as clean as possible. It shouldn’t be too small and crummy. Fonts add value to text and it also helps readers preceptive information from the text. Cleanse Cosmetics likes to keep to one font as its more clean and slick. The font our brand likes to use is ‘Helvetica’ but we can use different variations of the font such as Light, Regular and Bold.
Pa ckag ing The packaging is one the most important parts of Cleanse Cosmetics as a brand. We believe that all packaging should be recyclable or reusable, especially in the beauty industry as 70% of waste comes from the beauty industry comes from packaging, this is why its so important to us to try and reduce this. Our packaging will either come in aluminium containers or in cardboard cylinders (the inside is coated in wax to stop leaks). Both of these materials are completely recyclable and the aluminium containers can be reused. Customers are able to purchase refills for the aluminium containers at a cheaper price so it encourages them to reuse.
Pa c kag ing Gu ide Our brand is know for keeping things simple and easy on the eye and we certainly wanted to carry this on with our packaging. Our packaging is very similar and carries the same style on each product - this keeps the brand look of staying clean and simple. See on the next page for our products and their designs.
T h e P rod ucts
With Cleanse Cosmetics just starting out as a new brand we decided to keep our product list small for the time being but having what we feel are the most important products. Cleanser, toner, cleanser refill, toner refill, moisturiser, foundation, concealer, bronzer, brow pomade and mascara. As you can see the design of our products is very similar throughout. We incorporated a leaf design as shown to show that our brand is natural and sustainable.
T a r g et A udien ce
Cleanse Cosmetics target audience is male and females aged between 15 - 50. Customers who would buy into Cleanse Cosmetics are people that would have clear knowledge about sustainability and who want to help save our planet, see that buying into sustainable cosmetics is a great way to start. These are also people that are willing to pay a little extra for good quality products as well and packaging that can be reused.
Ph o t og rap hy G u id elines
Our photography guidelines are very simple. We want our imagery to be clear and minimal. The imagery must show the brand identity. We try to incorporate our brand colour where we can so our images always link back to Cleanse Cosmetics. We don’t exclude any types of people in the brand at all and we don’t like having busy backgrounds which would distract the purpose of the image.