YOUNG LIVING REBRAND
Company History CONTENTS
Current Place in the Market
REBRANDING PROCESS
Market Trends
Competitors Current and Potential Customers Brainstorming Past Logos Proposed Rebrand
COMPANY HISTORY
ESTABLISHED 1993
Founded by Dr. Gary Young and Mary Young Gary wanted to fill need for higher quality oils Mary was experienced in direct selling Combined both elements to create brand Obtained farms in Utah to grow herbs Headquartered in Lehi, Utah Increased demand initiated creation of largest essential oil distillery in North America Trademarked 'Seed to Seal' Currently top essential oil and wellness company in the world
CURRENT PLACE IN THE MARKET
ESSENTIAL OILS & NATURAL WELLNESS Revenue of $1.5 billion in 2017 World leader in essential oils both in quality and sales Aim to be trusted brand of purest, highest quality essential oils Need to adapt to more modern aesthetic Facing competition with current brands Trying to reach Millennials
STRENGTHS
WEAKNESSES
Top quality oils
Outdated packaging
Vertical integration with farms
Overcrowded and outdated website
Multi-level selling system
No brick-and-mortar stores or pop-ups
Buzz among yoga & wellness communities
Inconsistency of packaging
Availability on Amazon Social media strength
OPPORTUNITIES
THREATS
Opening brick-and-mortar Selling in bigger health stores Updating and modernizing company Finding ways to "click" with millennials
Heavy competition Oversaturation in the market
COMPETITORS
DOTERRA
SAJE
AURA CACIA
DOTERRA
MAIN COMPETITOR Essential oils and natural wellness/lifestyle products Multi-level marketing company Based in Utah Founded in 2008 Direct Competitor Advantages include cleaner, more modern branding and packaging
CURRENT TRENDS IN THE MARKET
NATURAL WELLNESS Preventative medicine Alternatives to traditional healthcare
SELF CARE Products like face masks and bath bombs on the rise Millennials are champions of this trend
SOCIAL MEDIA HEALTH CRAZE Posting on platforms like Instagram is new form of blogging Transparency on social media about health issues
BRAIN STORM
CURRENT & FUTURE CUSTOMERS
REBRANDING GOALS
NEW FACE FOR YOUNG LIVING Modernize the look of the brand Push aesthetic to match higher price Appeal to newer market: Millennials Capitalize on market trends Create more brand awareness
PAST LOGOS
YOUNG LIVING BRAND IDENTITIES
PROPOSED LOGO
EARLY ITERATIONS
FINAL
PROPOSED LOGO
LOGO & WORDMARK
PROPOSED LOGO
LOGO & WORDMARK
LABELING
ESSENTIAL OIL BOTTLES
PACKAGING
INDIVIDUAL BLEND BOXES
PACKAGING
COLLECTION BOXES
PACKAGING
INFORMATION CARDS
THANK YOU | QUESTIONS?
PERSONALITY TESTS
ROSE 16 Personalities INFJ - "The Advocate" Adaptive Thinker: Analyst Score: 60 Idealist Score: 59 Pragmatist Score: 50 Realist Score: 46 Synthesist Score: 55
Effective Communicator: Director Score: 25 Expresser Score: 15 Harmonizer Score: 27 Thinker Score: 34
PERSONALITY TESTS
KELSEY 16 Personalities ENFP - "The Campaigner" Adaptive Thinker: Analyst Score: 51 Idealist Score: 62 Pragmatist Score: 60 Realist Score: 52 Synthesist Score: 45
Effective Communicator: Director Score: 33 Expresser Score: 33 Harmonizer Score: 31 Thinker Score: 27