ROOT Origins
ROOTS Origins Contents
Fragrance packaging design for a multifunctional males frangrance with a built in beard oil.
Architecture, Clinical, Scientific, Organic, Simplistic, Quirky
Potion Notion Indie Trim Roots’ Rivalry Clinical Case
POTION NOTION
Our fragrance’s aim is to act as a beard conditioner that is considered beneficial to growing and maintaining all types of beards. It will contain various natural ingredients, nutrients and vitamins such as Jojoba, sesame seed, rosemary, bay leaf, cedar wood and lime. The focus of our product is to moisturise the skin and hair, preventing facial dandruff and itching, and also to help control unmanageable beard hairs and soften the texture of the beard.
Concept
We believe men should feel empowered and revitalised by our fragrance and should feel excited to apply it. They should expect a beneficial outcome and should gain a sense of trust within the brand when using it. After research into the consumer and professional skincare market, professional assistance in fragrance houses stated ‘there is a high demand for beard oils but no brand has yet to act on this.’ This was reflected in the consumer research with 73% of men stating that they would purchase a beard enhancing product.
Our concept is to create an organic men’s fragrance combined with a beard oil that is inspired by skincare products. We wish to communicate a product that enhances a positive outlook on male skincare boosting the desire for them to use this in their daily facial routine.
We plan to communicate with our consumer by creating an online presence. This will include our own website, a Vimeo account with inspiration from fashion film and an Instagram page using a potential concept of #flashyourtash. We will use the current craze of ‘Movember’ to our advantage by boosting our promotions and launch our product predominantly throughout October and November to gain awareness. In terms of age, our target consumer would be around 20-30 years of age. We predict his profession
would be a successful business professional with interests in topics such as music, art, technology and social events. With a healthy lifestyle and an a desire to maintain his quirky, clean cut image his purchasing habits would include shopping at stores such as Urban Outfitters and Paul Smith for casual and smart daily wear. His skincare purchases would come from brands houses such as Molton Brown and Jo Malone. Our consumer would connect with social media such as Instagram, Twitter and would follow lifestyle blogs.
INDIE TRIM CONSUMER
Using these brands as a point of inspiration, our product is unique because there is a low majority of products, especially in the male market, that combine skincare such as beard oil and fragrance in one. This will accompany a growing, on-the-go lifestyle and will avoid men having to inconveniently use several different products. Unlike many of the products on the market currently, we will attempt to use 100% natural ingredients, supporting the macro trend of ‘the fear of the unknown.’
ROOTS’ RIVALRY Competition
In terms of fragrance, our competitors would be brands such as Rituals, Jo Malone, L’Occtaine and Moiton Brown as these all also contain organic, natural ingredients with simplistic packaging. Similarly, our competitors for skincare would be Lab Series, Kiehl’s, Man Cave and Neal’s Yard which all have a similar idea of a natural brand narrative.
For our bottle design, we are hoping to opt for a minimalist approach with a simple geometric silhouette. We wish to use materials such as glass and wood. We feel wood would represent our brand effectively as it connotations of nature and growth which mirrors our natural ingredients and the idea of improving beard growth.
The contents will be dispersed by an atomiser style pump to ensure even coverage. In terms of texture, the glass will feel soft and look shiny and the wood will feel smooth with rough engraved. The tone of voice of our packaging will be sophisticated, old-fashioned clinical style to place reassurance and trust upon our consumer. Represented on the duck egg blue/light beige label will be our logo, apparent and defined to allow our brand to stand out clearly on the shelf. We wish to continue with our consistent theme by using fonts ‘Imprint MT Shadow’ and ‘Orator Std’ in a classic black colouring as these are representative of our brand. However a third, simplistic font such as ‘Minion Pro’ could be introduced to create a distinction between the logo and the text, as we don’t want our label to be too busy and overwhelming.
CLINCAL CASE BOTTLE & PACKAGING
Our main focus is a vintage style, 50 ml cube bottle with an amber tinted effect. This will reflect the older generation, however still attract our target consumer of a younger generation. On top of the mahogany wooden cap, including knots within the wood, there will be a brush, mimicking the hair of a beard to reassure our consumers the function of our product. The hair will be made up of light and dark strands, to mimic the dark bottle and light label and create cohesion. Our cap will be a multifunctional feature as it also enables our consumer to rub in the oil fragrance into their beard without having to get excess liquid on their hands. This will be our main focus of the bottle and a unique selling point.
ROOTS Origins
Samantha Harvey, Rhianna Carnell, Katie Price, Charis Barker