Brand Identity Guidelines. SKINCARE
BY PENNY WOODWARD
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Brand Guidelines
Contents Brief Purpose Positioning Colour Pallette Typography Logo App Icon Communication Media Projects Brand Stationary
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Brand Guidelines
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Brand Guidelines
Brief
To create a sister brand of the existing brand The Body shop, the challange was to give this new sister brand a contempory refresh in order to reach a wider demographic, developing the branding visual identity and concept. The focus on the identity was to create a youthful, bold and simple brand but keeping elements of The Body shop’s values and natural, organic products.
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Brand Guidelines
Objective
The challenge overall for this project is to create carefully sourced natural ingredients, 100% cruelty free brand and enviromentally friendly products that have been generally catered towards a younger hip group, and appeal to a mid end audience. The objective for this project is to design a brand identity that stands out in a competitive cosmetic industry targeting the demographic of those between 18 to 35 years of age, A generation The body shop doesnt seem to be hitting, but who are also health conscious and care about the sustainability of our environment.
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Brand Guidelines
Strategy Moodboard
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Brand Guidelines
Purpose
With a brand audit been analysed the demographic shows that The Body Shop is hitting most sales for females. Ecometics will be completed with simpistic, clean designs which allows the brand to not be considered for a specific gender. Also The Body shop is not hitting the consumer groups below the age of 35 so The purpose of a body shop sister brand is to provide organic and enviromentally friendly skincare products to a eco conscioius consumer through a digital presence. Ecometics will be sold via website and app. and products and advertising contents will be shown via social media and the use of social influences. Products of The Body Shop are left behind when it comes to advertising as their priority is to get their campaigns across, although Ecometics will be helping the world we want our products to be advertised in many ways as possible. For the brand to engage with their consumers it has been decided that organise pop up stores will be held every so often allowing us to reach new consumers. Ecometics will still be identifiable with the body shop consumers but will be able to attract a younger dempgraphic as they are becoming more technically savvy. The brand would like to engage with The Body shop continuing with successful activism campaigns to help secure long term positive change.
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Brand Guidelines
Product Line
Market Position Competitive advantage Price Range
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Skincare
Enviromentally friendly Natural-based and brand values Mid range
Brand Guidelines
Competitive Positioning Premium
0% Natural
100% Natural
-
Mass Market PAGE 9
COLOUR PALLETTE Although The Body Shop is known for its green logo, when it comes to their website or packaging designs they use a wide variety of bright colours, for Ecometics we wanted to keep it to a minimal with colours allowing the brand to be recognised straight away by its 3 colours. These colours will be used consistantly throughout the brand including brand stationary, websites, apps, communicating etc.
The pastle pink represents universal love of yourself and others around, and with the brand being all about helping other this is ideal colour to represent Ecometics. its also very playful and calming which helps catch consumers attention. Nude s a very neutral colour which shows our minimal, simplistic brand The dark forrest green colour is kept within this brand because it associates with The Body Shop, with the colour green referencing natural and eco-friendly we wanted to keep that colour within the brand. PAGE10
Brand Guidelines
Colour Usage
Brand Colours
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Brand Guidelines
Typography
Text Logo Text Arial regualr
aA bB cC dD eE fF gG hH iI jJ kK lL mM nN oO pP qQ rR sS tT uU vV wW xX yY zZ Arial Italic
aA bB cC dD eE fF gG hH iI jJ kK lL mM nN oO pP qQ rR sS tT uU vV wW xX yY zZ
eco metics
Body Text Arial Nova regular
aA bB cC dD eE fF gG hH iI jJ kK lL mM nN oO pP qQ rR sS tT uU vV wW xX yY zZ 0123456789
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TYPOGRAPHY The brand typeface is Arial Nova, it should be used for all applications as well as product labes and packaging. Keep typograohy simple. Do not overcrowd and do not use too many type sizes. The logo should always be most noticable, all other text should use light, regular or italic inseatd of bold to show emphasis.
As shown on the left Arial regular, Italic and Nova.
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LOGO The ecometics logo serves as a visual representation of the skincare brand. It is critical that the logo is displayed in a consistant manor to present the brand in a professional manor. The constant use of the logo will create a identity to the brand and people will recognise the brand simply by seeing the logo straight away. The logo will be presented on all materials such as product, packaging, social media, websites and advertising. The colour of the logo represents the body shops original colour as well as representing nature. We then wanted the text to be simple, modern and easy to read so we began to try out different colours within the ‘ECO’. The pastel pink was chosen for its original logo, but we would consider to use each of these logos in the colours shown on different products to add more colour to our product collectons. The circle shaped logo symbolizes the world and portrays that the brand is protecting the world and the envirooment aroud us.
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Brand Guidelines
Logo
Logo Designs
eco metics
eco metics
eco metics
eco metics PAGE 15
Brand Guidelines
Mobile app
Mobile App
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skincare APP ICON
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MOBILE APP Mobile apps offer a stong marketing platform for products, they allow people where ever, whenever to buy on the go. Mobile is the future of retail, whilst consumer may not always have access to tables or laptops, mobiles is the one device that is always on and in hand. Ecometics mobile app will make it more accessible for our customers to buy and read up about the products from our website. We want to give pur customers a perfect online experience and it allows us to communicate to our demographic. The app will allow people to sign up for promotional deal, and email newsletter which will inform customers whats new and whats going on. It will give an insight of what the brand is about showing campigns and allows people to browse all our products. It is our e-commerce website but available in a mobile version. The app will include: A wish list to save future items you would like 24/7 access A help adviser option which allows you to speak to one of our creators to help choose what skincare product would be good for your skin Connections to all our social media and youtube videos Campaigns for customers to sign up and get to know more about them All our products to browse and buy Our story and ingredients
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COMMUNICATION
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Website Layout
Brand Guidelines
Our voice is our consumers voice. Ecometics believes in communicating on the same level as those who we are talking to and we belive that our brands consumer relationship will make our brand stronger by using our online channels of communications. Our consumers are our motivation behind this brand so it is key that we get to know them.
Direct Email
Student Discount
SMS
Marketing to students offers an amazing way to spread the word about your brand, introduce new ideas and concepts, engage with your customers and leave a lasting impression.
For our loyal customers and as a enabliing brand we aim to service people in ways that suit them. We understand that our demographic all most probably own a mobile and with just a quick text will remind customers with deals, promotions or new products up and coming.
Advertising
Website
Pop Up Stores
Our advertisments will communcation with our consumers mainly through social media by updating post every so often as well as using media influences and celebrities to demonstrate and advertise our products.
Our website is our main distribution. Ecometics is Ecommerce only being the only place you are able to buy our products and to learn about our company. It is important that the website is available to anywhere in the UK and Europe and for us to engage customers from all over for them to visit, buy, learn, look, join, admire and find information about our products
It is important for us to organise pop stores every so often as it allows us to learn about our customers in person as well as us reaching to other consumers. Allowing us to sell our products and to share information about our brand to others to spread the word.
Effective email marketing strategy is an essential tool for building up brand awareness. It can Foster serious customer loyalty by creating direct links with consumers, Establish a brand as a reliable reference point for consumers, Make their campaigns more awareable by directly telling customers. It also lets customers know when theres any discounts or promotions on products.
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Brand Guidelines
Product Imagery
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Brand Guidelines
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Brand Guidelines
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Brand Guidelines
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Brand Guidelines
Media Presence
Social Media
Ecometics will be using a variety of different medias to connect to their consumers such as facebook, instagram, snapchat and youtube. As we are reaching consumer in a younger demograohic and research shows how often teens are using social media, Instagram being one of the most used we have set ourself a plan and goals for us hit every week via our instagram account. 1- We will share photos that communicate our brand culture and product. We will do this by starting with 5 photo a week and the target for each photo will be 50 likes and 8 comments. 2- We will grow our Instagram followers by 50 a week 3- We will use Instagram influences to advertise our products by sending products out to them and they send us atleast 3 images for us to share of them using our products. Specifically focusing on social influences who are ecofriendly, vegan or prefer natural products. 4- Hashtags will also be used to enable customer to interact with us. Youtube will be used to upload atleast 2 videos a month showing, explainng our campaigns and showing the help our volenteer are doing around the world. Youtube will also include our adverts and tutorals on how to use each product. Facebook and Twitter will be used daily by our social media marketer communicating with customers, advertising and dealing with customer problems.
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MEDIA
Social media will be used for social selling, content marketing and customer support, Social media gives us the perfect oppotunity to reach the target audience and to bulld the brand.
Use Testimonals Portray a Consistant Image Be Accessible Use a Variety of Platforms Be #Relatable Add Value
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CAMPAIGN IDEAS PAGE26
Brand Guidelines
Supporting Campaigns Ecometics will actively endorse a number of campaigns working closely with them to provide reseach and support to help strengthen each overall mesage. These campaigns allow us to communicate with our customers allowing them to join in and allowing them to be involved with helping for a good cause. One example of the campaigns we will be involved in is the ban the beads..
BAN BAN BAN BA THE THE THE TH BEADS BEADS BEADS BE BAN BAN BA BAN THE THE TH THE BEADS BEADS BEADS BE BAN BAN BAN BA THE THE THE TH BEADS BEADS BEADS BE
Microplastics may be small, but they are a big problem for our environment and our health. These tiny pieces of plastic used in personal care products were designed to go down the drain and into our lakes, rivers, and oceans — by the billions every day. They absorb toxins in the water, are eaten by marine life, and can make their way up the food chain all the way to our dinner plates. Campaign like this will help get microbeads banned in products worldwide!
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Brand Guidelines
Brand Stationary
Business Cards
you@company.com you@company.com
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123 Street, City, State 45678
Natural Skincare
123 Street, City, State 45678
eco metics
ph. 000 000 000
Natural Skincare
ph. 000 000 000
eco metics
www.ecometics.co.uk ig. eco_metics sc. ecometics
www.ecometics.co.uk ig. eco_metics sc. ecometics
BRAND STATIONARY Although the brand is all digital, business cards are helpful they will put a face to the business keeping the brands name in the back of the mind. They will give a first impression of the brand and can be known to be one of the most effective direct marketing tools as they are directly handed eye to eye. Ecometics business card is a simplistic layout used with the brands colour pallette. The logo at the front tells the consumer what we are and on the oppersite side it explains digital ways to easily get in touch with us, look at our products and see what we are all about.
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Brand Guidelines
Brand Stationary
No
100% Organic 100% Eco friendly No Animal testing No Chemicals
eco metics
For all skin types
No
Ingredients
How to use
No
100% Organic 100% Eco friendly No Animal testing No Chemicals
No ecometics.co.uk
Thie label design fits with the market audience as it is minmal and easy to read, this generation is all about fast paced moving they dont want to sit and read a load of text about a product. Its straight to the point, tells you whats in the products, how to use and the name. It also explains its cruelty free and eco-friendly, Showing we stay true to our word and will catch the eye of a eco conscious consumer. PAGE30
eco metic
Nourishi face oil
cs
ing l
Brand Guidelines
Brand Stationary
Labels
For all skin types
No
Ingredients
How to use
100% Organic 100% Eco friendly No Animal testing No Chemicals
No ecometics.co.uk
eco metics
For all skin types
Ingredients
How to use Smoothing Organic moisturizer
ecometics.co.uk
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Brand Guidelines
Brand Stationary
Packaging
Choosing what to pack our skincare products in has been difficult because we want our products to look professional, engaging and for it to have an impact on the enviroment. Researching what would be best we came across PET plastic which has alot of beneficial factors towards the enviroment and are reuseable which allows customers to refil their bottles instead of repurchasing a new one each time they run out of product. Amber PET plastic bottle illustrations PAGE32
Brand Guidelines
Brand Stationary
Benefits for PET Plastic Lightweight: Cost-effective to produce and require less energy to transport Safe: Do not shatter and cause a hazard if broken or damaged Convenient: Because they are safe and lightweight, they are also convenient for on-the-go consumption Re-sealable: Suitable for multi-serve packs Recyclable: Can be recycled so that the PET can be used over and over again Sustainable: Increasing numbers of PET plastic bottles are made from recycled PET Distinctive: Can be moulded into different shapes, enabling brands to use them to build identity and promote drinks Flexible: Manufacturers can switch from one bottle shape or size to another, meaning a high level of efficiency
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Brand Guidelines
Designs These are quick drawings of designs we was playing with for the brand logo and bottle shapes that could be used for the brand. We then went on to create some of the designs onto Indesign to get a feel of what logo could be used for the simplistic clean brand,
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Brand Guidelines
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