Palmers re-branding and product design
BRIEF
CURRENT PRODUCT DESIGN
Re-design the Palmer’s hand cream to give the packaging a more modern and contemporary aesthetic that fits to the current beauty market. Make the packaging appealing to the main target audience of young females in their early 20s to 30s, focussing on maintaining Palmer’s as a high quality product brand that is made from a Cocoa Butter formula. THE INSIGHT The current packaging could be improved so that it is more aesthetically pleasing. My research findings have found that the current product looks like a product that would be provided over the counter with medicinal properties due to the plain text design. As the product is sold nationwide in supermarkets and beauty retail stores, the brand could benefit from updating their brand logo and image to appeal to the mass health and beauty market. From my customer research, I have found that customer’s that currently buy the product said the product could benefit from a more aesthetically pleasing design. THE PURPOSE To make the packaging more appealing in order to generate more sales and attract more customers. To give Palmer’s a more current and modern brand image. MEDIA PLACEMENT Poster advertising THE SOLUTION To redesign the brand logo to give the brand a more modern image that would fit with the new redesign of the packaging. The poster advertisement could be placed in female lifestyle magazines to inform the target audience of the new redesign and to attract potential customers. An example of a possible location for the poster advertisement is in Boot’s monthly customer magazine and on online beauty blogs and websites that attracts the target audience, like Company, Elle and Cosmopolitan. REASONS To create a contemporary brand identity for Palmer’s that fits with the current beauty market and to attract new customers to buy the Palmer’s hand cream which will in turn lead to increased sales.
‘Palmer’s has a global presence and is widely available in over 80 countries offering the #1 Cocoa Butter brand. This unique heritage and commitment to quality has stood the test of time, making Palmer’s an Original and trusted household name, used by families for generations. Palmer’s Cocoa Butter Formula contains pure Cocoa Butter a natural skin nourishing ingredient, enriched with Vitamin E; a powerful antioxidant which works with the body’s own cells to protect your skin. Palmer’s offers an award-winning range of body and facial skincare products and will be in the MOBO gifting suite for the fourth year running. To find out more information about Palmer’s products, visit www.uk.palmers.com’
Logo
Current logo
Logo redesign
The logo has been redesigned to appeal to the current target market. According to my research, current consumers buy this brand product because of the cocoa butter formula and the quality of the product. By redesigning the brand logo and repositioning Palmer’s brand identity, this gives the brand a more contemporary aesthetic which will help to appeal to and attract a larger market share.
The logo gives a focus to the main cocoa bean ingredient which is the selling point of the product. By anchoring the product formula through the cocoa bean illustration, the audience can immediately recognise the product contains cocoa bean. The colour scheme has been chosen to capture a modern aesthetic and exude an exotic appeal that will attract the primary target audience of females from their twenties to thirties. The utilisation of pink and orange hues helps to instill a feminine and exotic feel to the product whilst the beige colour helps to anchor the product as a moisturiser. A rounded font has been utilised to create a soft tone of voice that envoys a ‘made with natural ingredients’ tone of voice and to visually balance the rounded shape of the cocoa bean. The circle logo helps to connote that the product with make the consumers look naturally soft and feel smooth.
Product design
Existing Product Design
New Product Design
Product design
The product has been redesigned to be more visually engaging than its previous product design whilst standing out against its competitors. By negating the use of brown hues and utilising brighter palette shades, the product’s design is unique and distinctive.
Poster Design The poster’s main focus is to showcase the product design so that the audience can recognise and remember the new product design. The banner helps to inform the audience that the advertisement is not showcasing a new product but the new packaging of an existing product. By including the ‘Winner of Cosmopolitan Beauty Awards 2011’ icon, this will help to mark the quality of the product to attract new customres to buy the product. The product has been given a feminine aesthetic through the enhanced colour scheme to mark the gentle moisturising effect of the product to appeal to the primary female target audience.
Poster Design In order to gain the audience’s recognition of the new brand identity, the poster promotes the new logo through the central focus placement. The close-up view presents the logo in a clear way to address and inform the audience of the new logo in a bold and visual way. A creamy colour scheme has been used to anchor the logo, cocoa butter formula and the moisturising effect of the product to connote to consumers that by utilising this product, their skin will feel soft and smooth.
Advertising Placement
The poster advertisement could be displaced in popular female lifestyle magazines to appeal to and reach the target audience. Cosmopolitan, Company and Elle attracts the target market of 20-30 year old females who are interested in fashion and beauty, making the advertisement a suitable place to deliver the message. To make the campaign more effective, the poster could be situated in beauty sections of the magazine as shown by the visualisations.
The poster could feature a double page spread advertisement to enhance the appeal, recognition and promotion of the new brand identity and packaging. The poster has been composed so that the audience can identify the new branding identity and product design so that when they see the product on the store sheves, the audience would be able to easily identify the new packaging because of the strong branding focus on the advertisements.
As Cosmopolitan attracts a large audience share of the same target audience as Palmer’s target audience, the poster advertisement can be implemented onto websites to reach the target audience. This would create the opportunity to generate mass broadcast and appeal by delivering on an online platform and not only through print production.
In the UK, the product is currently sold in major supermarket stores and in chemists like Boots. To generate a greater increase in sales and to enhance brand recognition, the Palmer’s poster advertisements can be placed in Boots’ health and beauty magazine. The magazine is free to Boots cardholders and as UK’s leading chemist, the magazine would have high circulation figures attracting a large audience share. The product should be available to buy online via the Boots website to generate an increase in sales.