CANVAS Seventeen Rebrand - Visual Portfolio
cont the summary
the rebrand
the brand the consumer the competitors the trends
the new brand the name logo development the logo the visual equation the promo film packaging inspiration the packaging the stand the lookbook th bag design
tents the launch
the case studies the launch event the invitation box the event promotion
post launch social media strategy the online magazine taking it forward
the su of res
ummary search
the brand When identifying what consumer perceptions of the brand were currently it became evident that they thought of seventeen as a brand aimed at young consumers and offered good value cheap products. The current branding of seventeen also represented that it was aimed at a younger consumer and we identified that there was a lack of cohesion in the packaging design and use of logos. These are both things that will need to be changed with the rebrand, it will need to change negative consumer perceptions and create a cohesive visual brand identity to consumers across all channels. When analysing the brand using a swot diagram it showed that they brand does have its strengths such as that is it part of the boots brand and also opportunities such as the development of online channels - these are positives for the rebrand and can be used to the brands favour.
seventeen
young inexpen bright
consumers felt that..
=
bright
low-cost
basic young
limited youthful colourful
affordable
cheapgood valu
the current branding
strengths -
Its a relationship brand Its a boots brand Low price point Have a history (40 years) Had success with nailvarnish Its an enabler brand
weaknesses -
nsive
Low quality brand Not a status giver Not desirbale No online presence Percieved as a ‘teen’ brand
opportunities -
d range
Could develop online marketing Need stand alone website consumers visit boots Improve social media Take advantage of boots
threats
e
ue
s.w.o.t
fig. 1
-
Name used by other brands No 7 is already in the market a new consumer group Negative perceptions
the consumer Research into the new target consumer which seventeen want to target with the rebrand, aged 25 – 35 year old women, found that these consumers all have very different lifestyles but what unites them is that they know what they like, they know what suits them and they are habitual. It found that for this group of consumers saving time is an important element when choosing a product and when choosing a brand they look mainly for quality and then price. The rebrand needs to take into consideration these elements and what these women want from a makeup brand.
they have a set makeup routine and have already developed brand loyalties
the new target consumer is ..
25-35 year old women they all have very different lifestyles
they are habitual and already know what suits them and what they like
they are very busy and often have to do their makeup on the go
THE FACTORS THEY CONSIDER WHEN BUYING COSMETICS ARE..
quality
environmental factors
brand reputation
50%
PRICE
packaging
“
MASCARA
CONCEALER
EYE LINER
LIPSTICK
EYE SHADOW
POWDER
BRONZER
EYEBROW PENCIL
LIPGLOSS
FOUNDATION
(Matthews, 2013)
NAIL VARNISH
of consumers rely on products and services that help them save time.”
THE PRODUCTS THEY ARE WILLING TO SPEND LESS ON..
minimalisit
the competitors The competition in this market segment is strong with brands such as Rimmel, Collection and Benefit having already developed strong brand identities and loyal customers. However when looking into what many brands are doing in terms of branding and visual style it become evident that the minimalistic look is being applied by many. This gives seventeen a chance to be different and give consumers a choice of something more visually stimulating. The perceptual map identifies that there is a gap for seventeen to offer a low priced brand with a sophisticated and friendly brand personality.
the main competitors are ..
RIMMEL
fig.11
fig. 3
fig. 4
COLLECTION Rimmel have created a strong brand personality and our now known for their edgy style featured around the slogan ‘get the london look’. They successfully changed their name from rimmel to rimmerl london. They are also well known for having Kate Moss as the face of the brand and recently Georgia Jagger aswell.
fig. 6 fig. 5
tic brands
the perceptual map HIGH PRICE
QUIET BRAND PERSONALITY
LOUD BRAND PERSONALITY
THE GAP fig. 2
N Collection have recently changed their name from collection 2000 to just collection. They have added the tag line ‘work the colour’ which gives me a strong direction. It means the brand wants to be known for colour cosmetics. They are a similar price point to Seventeen and therefore are in direct competition.
BENEFIT fig. 7
fig. 8
LOW PRICE
Benefit are known for their strong brand personality, having a very retro kitch style. They are known for their innovative style of promotion and also innovation products. They are a higher price point than Seventeen but are a great example of a brand that has developed a loyal customer base in the cosmetics market.
the trends
beauty bl “the
Research into the current visual trends in packaging and also the beauty trends revealed that a more organic, fluid, floral and watercolour aesthetic was on trend for 2015. The trends focused on organic bright colours and also handcrafted elements such as illustration. It is important for seventeen to think of these trends when creating the visual personality for the rebrand. The trend of beauty bloggers and tutorial videos was also very strong, as consumers have a growing expectation for makeup brands to work alongside bloggers and for the brand to create tutorial video/ information to help them create looks.
the beauty trends are .. fig. 10
fig.11
- Velvety textures - Flawless matte foundations - Feminine softness with opulent edge - Key colours: metallic copper, ink black, petal pink, metallic blue, violet, cherry red.
- M - P - D - L - K Hea pin lil
the packaging trends
loggers and tutorials
painterly
power of we not me.� Priego, 2012
Muted pastel tones Powdery Finishes Dewy natural glow Luminous skin Key colours : Sage, ather, Apricot, soft nks, lime green, lac and fresh orange.
optical lines
fig. 9
watercolour ink
fig.12
- Energetic and vibrant - Fiery strong pigments - Dirty midtones - High-summer palette - Key colours: vibrant blue, sandstone, grey midtones, gold.
handcrafted
fig. 13
the re
ebrand
the new brand After taking into consideration all of our research we have identified a new brand position, brand personality and visual identify to take forward with the rebrand. These elements will be represented across of all the brand channels and communications.
brand position - aimed at 25-35 year old women - smart money, low priced with mass appeal - inclusive and accessible to all women - not trend driven, wearable products
brand pe
- sup - soph - feminine - appr - re - enc - fr
ersonality
pportive histicated e and classic roachable eliable couraging riendly
visual identity - paint applications - artistic - mature - hand drawn - sophisticated approach to design - pastel colours and muted tones
the name Previous research identified that in order for seventeen to change position and appeal to a new older group of consumers the name needed to be changed. The name seventeen still made consumer’s think of the brand as targeting teenagers. Therefore we have look at what we wanted the name to represent for the brand and have chosen to new name which will position it with a more sophisticated and supportive presence.
changing the name from seventeen takes away the young/ teenage conotations
a name that shows that all women are different and have different lifestyles
a o
the name change
t se a name to represent the womens journey through life
a name to reprresent that women are in optimum time of their lives
a name that plays on that women are all individual
to represent the new eventeen personality, showing that its a supportive brand
the new name
canvas
every woman is an individual canvas, she has her own lifestyle, her own preferenes, she knows what she likes and canvas is there to support her
logo development Following on from the decision for the brand to be named Canvas, a logo needed to be development which would cement the brands visual identity and be visually strong enough to get consumers to recognise the brand. The logo needs to artistic, mature, and experimental with a sophisticated design. These designs show the development taken place to create a perfect logo for the brand.
canvas
canvas
CANVA
AS
cv cv an
as canv
as
an
as
can vas
a
c n v s
a
c n v s
a c n va s a c n vas
fig. 14
the logo This is the final logo that was chosen for the rebrand. We felt that it had a nice juxtaposition between the watercolour splash background and the bold typeface font. We thought that the lines added a dynamic element to it making it a more recognisable logo that consumers would see and instantly know it was for the brand. With this logo we also felt that it would be perfect when the brand needs to develop it because of changing trends and seasonal elements. The background watercolour splash could be changed so that it is a different colour that would be more suitable to the future trends. The simplistic designs have been created so that the brand can use these on publications and promotions where they need a more simple design that won’t take focus away. These have been created from the original logo and are done is colours from the watercolour background.
the final
CANV
simplistic versions
l logo
CANVAS CANVAS
VAS fig. 15
CANVAS CANVAS
the visual equation This is the visual equation for the new brand ‘Canvas’. The main focus will be sophisticated illustration and watercolour painting. However this visual identity will follow through across of the brands channels in order to give a consistent visual message to consumers.
WHAT THE CONSUMERS THINK OF IT ‘it looks really different to whats already out there.’ ‘i like the feminine look, very womanly.’ ‘it looks really sophisticated.’ ‘it would stand out on the cosmetics stands.’ ‘it look nice and mature.’
the equation A SOPHISTICATED APPROACH TO ILLUSTRATION, THAT APPEALS TO THE NEW OLDER TARGET CONSUMER. EMPASISING THE BEAUTY OF WOMEN AND THEIR INDIVIDUAL beauty.
A DIFFERENT APPROACH TO DESIGN, NOT SAMEY LIKE THE BLACK AND WHITE MINIMALISTIC ‘MAC’ STYLE MANY COSMETIC BRANDS HAVE FOLLOWED.
fig. 16
the promo film This is a short promotional film which has been created to be used as a tv advert and social media tool. The film reflects the brand new visual identity and personality; it introduces consumers to the brand. It has been keep quite short so that is it snappy and engaging. There is a link at the bottom of the page to the film on Youtube or you can film the film on the disk.
the film stills
fig. 17
the link This is the youtube link to the illustration video: https://www.youtube.com/watch?v=N_i4zbIE_J8&feature=youtube_gdata
packaging inspiration
clean white box
We looked at many different sources to inspire our packaging design for the rebrand; this is a moodboard that has been created to show the main elements we took into consideration when designing the packaging. The elements we really liked were illustration, organic lines, watercolour splashes and clean white boxes. We felt by combining these elements the packaging would be consistent and represent the new brand visual identity.
illustration
xes
fig. 18
paint splashes
organic lines
the packaging Taking our inspiration on board we then designed our packaging. Firstly we created some initial designs which we then developed into our final packaging. Here you can our final packaging design, we have incorporated watercolour, illustration and to create a sophisticated box design which the makeup would be sold in. By having the makeup been sold in boxes it makes consumers feel as though they are getting a more quality item. It also means the consumers will keep the box as a memory of their purchase with the brand.
the blusher box - features the logo on a simple and sophisticated white box
intial ideas
the lipstick box fig. 19
the front
the foundation box back of box has description of product and product colour
t the back
illustration on the back of the box
fig. 20
fig. 21
the stand design This is a design of how the Canvas stand will look, it is where consumers will be directly in contact with the brand and where they make their purchasing decision so it is highly important that it reflects the brand personality and identity.
illustration will be a key element in the design of the stand
a canvas lookbook will be available to read on the stand, this will offer makeup imspration for customers
the canvas logo will appear central on the stand so that new customers will recognise the brand
the stand will be very orgnaised with seperate sections of face, lip, eye and nails. there will be a consistantcy in the packaging and branding used on the stand. fig. 22
the lookbook
This is a lookbook which will be brought out by Canvas each season. The lookbook is created by focusing on different events in women’s life and the showing them different look for these events. It also shows them how the look with Canvas products which encourages them to buy from Canvas. The lookbook is a supportive element for women which in there to inspire them to try new looks, support them in creating a makeup look and encourage them to embrace their natural beauty. It will be available free on the Canvas stand in store and the content will also appear online on the website and via the brands social media.
the frontcover
the inside pages
fig. 23
the bag design This is a design for a carrier bag which will be given out in boots when customers buy from Canvas. It will make customers feel like they are being rewarded for shopping with the brand as they get something a little bit extra. As the bag is a nice design consumers may keep it as a memory of the purchase. This bag will also act a promotional tool as other customers may see a shopper holding the bag and wonder what the new brand is. It will create awareness of the new brand.
the design
fig. 24
the mock up
fig. 25
fig. 26
the l
launch
the case studies These case studies were looked into to inspire our launch event for Canvas.
r
Ea in fl en a of to fa sl Th ge of wh
capital summertime ball The radio station ‘capital’ put on a summertime ball which takes place twice yearly. It is a concert celebrating music talents and they get the best acts to all play under one roof. Over the last 4 years the event has become increasingly popular and has been very successful as promotional tool for the redio station. It has played a part in making capital londons number one radio station. fig. 27
fig. 28
redbull flugtag
ach year red bull puts on a flugtag n various locations worldwide. The lugtag is an event where gorups can nter a competition where they make machine in which they will fly in ff the end of a cliff. The aim is o fly out as far as possible before alling. This ideas plays on their logan ‘red bull gives you wings’ . he event is alot of fun and really ets consumers to come and be part f the brand. Its a yearly event hich brings consumers together.
orange rockcorps
fig. 29
RockCorps produces some of the hottest gigs in the music calendar, it is a collaboration of orange and channel 4. The idea is that people can’t buy tickets to the music events and you can’twin one, you have to earn one. People have to complete 4 hours of community service and then in return they are given a ticket to an amazing music gig. The idea is to encourage people to help there community. However it has done a really good job at promoting orange and persuading consumers that they care about local communities and people.
the launch event
the
The launch event for Canvas will be bit part in getting consumers to know the brand and what it stands for. The event itself will be really unique as it will involve a Holi colour festival paint throwing which will reveal the logo of the brand. The event will be called ‘make your mark’, it will be a celebration of women and their beauty. At the event there will be big music acts such as Lily Allen and Florence and the machine. There will also be makeover stations, food and cocktails. The plan will be for the event to take place once every year on the anniversary of launch. Each year there will be a different element instead of the Holi colour throwing which will be relevant to the year. Over the years the event should get a name for itself and people will start to really want to come.
fig. 30
At the event holi colour paint will be thrown. There will be a point where the music artist performing will announce that it is time to thrown your paint and then everyone will throw and colour will be everywhere.
Bloggers will event in order t about it on th of a relevant a so that the will be reader Industry profe be invited, fo editors who wi event an
e event
fig. 31
be invited to the to get them to write heir blog. Bloggers age will be targeted target consumers rs of their blogs. essionals will also or example magazine ill write about the nd the brand.
fig. 32
There will be a ‘beautify me’ station at the event where people can go and have there makeup done and try out new looks. The station will be a place where consumers can try the new Canvas products and get to know the brand. The station will focus on the besuty of women and there individual beauty. At the station some of the besuty bloggers will be giving tutorials to people, this will be using the canvas products and will support women in trying new looks,
fig. 33
At the event their will be music artists playign gigs. This will be to get the women to relax, enjoy themselves and be entertained. The aim will be to get British female artists to play as the event will be as a celebration of women, there beauty and the acomplishments.
the invitation box The invitation to the event will be a box which contains a white t-shirt which will be there tickets into the event. This timeline explains how consumers will get invited to the event.
the box
the email The first step in the invitation process will be an email. This is a mock up of what the email will look like. 100 women who are boots advantage card holders and are in the target age category of 25-35 year olds will recieve an email inviting them to the event. On the email they will have to confirm there intrest in going to the event before they recieve their invitation box. If someone is not interested then another winner will be selected.
fig. 34
After the selected boots advanatge card holders have co going to the event they will be sent their personal invit
inside the box
onfirmed there interest in tation box.
Inside the invitation box there will be an invitation which explains when the event is and what they have to do. It also contains a white t-shirt which is their invite into the event. They have to wear the white t-shirt to the event. On the t-shirt is a white sticker which is in the shape of the canvas logo, it is not overly visable and they are told not to remove it until they are told to at the event. At the event there will be a holi colour paint throwing festival where colour will be thrown everywhere. Their t-shirt will be splashed in colour paint but the only remaining white section on the t-shirt will be the canvas logo where the sticker is. So after all the holi colour paint is thrown the canvas logo will be revealed. The whole idea is that at the event the new brand is revealed to the consumers. They will be encouraged at the event to post pictures of their t-shirts on social media to promte the new brand.
the invitation This is what the invite inside the box will look like and the information it will contain. The invitation explains that in order to confirm their attendance consumers must post a picture of their box on instagram and #makryourmark and #canvas. This will promote the event and the brand. It also explains that they can then invite 5 of their friends who they think deserve to go to the event the most. Inside the box will be 5 extra t-shirts fot them to give to their friends as invites. This is a good way of reaching alot of target consumers.
fig. 35 fig. 36 fig. 37
the event promotion There will be three main channels of promotion for the event. The first is Instagram which will be used when the consumers who receive invitation boxes post picture. The second is a poster which will appear in all boots stores to get people excited about the brand and raise awareness. The third is a promotional video which features the receiving and opening process of the invitation box. It is a cool video that hopefully consumers will share amongst their friends.
fig. 38
the po
oster the invitation box film
fig. 40
this is the youtube link to promotional film for the event:
https://www.youtube.com/watch?v=VNFMdTb-C70&feature=youtube_gdata
fig. 39
post l
launch
the social media strategy This strategy identifies the three main social media channels that Canvas will be using to connect with their consumers and how they are going to use them. It is important for each social media site that the brand has a presence on gives something specific to the consumer.
General Aim Used as a conversati platform between the brand and consumers.
Why? Its the biggest soci media platform.
When? Daily updates and responses to comment
Aim for Launch Campaign To promote the event and set the scene fo the brand post the official launch.
k
ion e .
ial
ts.
t or
fig. 41
pinterest General Aim Used as a visual platform to show case the brand personality and visual identity. Competition for consumers to make boards to show individual personalities. Why? Most users of Pinterest are the target consumer. When? Build up of images weekly and as a focus around certain campaigns and competitions. fig. 42
instagram General Aim Used as a visual platform where consumers can communicate through the hash tags. Why? Effective at spreading images around consumers When? Daily updates of promotional images. Aim for Launch Campaign Invited consumers post there invite boxes to their instagram to confirm their attendance.
fig. 43
the online magazine We have created an online magazine for Canvas that will be updated every 2 weeks. We decided that we wanted to keep it as a digital magazine that consumers can access via their smartphones and tablets on the go. This is very relevant for the target consumer as research found that they are constantly on the go and like things that save time. Having access to magazine wherever they are makes in fit perfectly into their different lifestyles, whether they are a stay at home mum or a working professional commuting daily. The fact that the magazine is digital means that the brand is keeping up with trends and mobile technology and m-commerce is changing the retail world. It also makes the magazine future proof as technology will only continue to become even more important in consumers everyday lives.
the aim The magazine will be a celebration of women and their achievements. It will recognise the different lifestyles women have and the roles they play. It will be women to read as inspiration on makeup looks, lifestyles elements and fashion.
the content The magazine will come out once every 2 weeks. Each issue will focus on one woman who is being recognised for her talents, success and beauty. Inside the magazine it will contain articles and interviews with the woman. It will show you how to achieve her look and will give advice directly from them. The magazine will give women a chance to read all about other women, the personal touches from each person the magazine features will also make readers feel like they are getting something extra from the brand. This magazine continues with the brands aim to celebrate the individual beauty of every women and support her in loving herself.
the example
fig. 44
taking it forward Looking at taking Canvas forward we have thought about elements that future proof the brand.
the logo can be develop according to future tren but will stay recognisab
branding has taken into consideration the visual trends for 2015.
futu
no connotation attached to the nam affect any future rebrands - the no matter what is changed with
ped nds ble
the event will evolve each year so that it has a different element which is appropriate for the year and timely.
ure proof
me which could name will last the brand.
Using digital elements such as an online magazine and videos will ensure that brand has a digital presence in retail environment which is becoming constantly more obssessed with digital.
the idea of celebrating women and the individual beauty can be deveoped in different ways as trends chnage.