Samantha Walker
OUGD601
Mint Branding
THE PROBLEM Female stereotypes are applied heavily within branding towards women, and in particularly within sectors such as cosmetics and toiletries. The use of stereotypical visual associations within brands can over time lead to the perpetuation of such negative stereotypes and therefore should be avoided where possible. THE RESPONSE - ‘Mint’ Mint is a brand that sells a range of gender neutral toiletries including body wash, soap and moisturiser. The brand and products are designed to appeal to both males and females, whilst avoiding the use of gender stereotypes. The brand evidences that toiletry based brands do not need to be gender specific and applied so heavily with visual female stereotypes in order to be engaging. 1/7
Samantha Walker
OUGD601
Mint Branding
THE CONCEPT & IDENTITY ‘Mint’ products use natural mint extracts in all their products as they have cleansing benefits in addition to being a neutral and fresh fragrance. Mint is combined with a minimum of one other scent or natural extract in every product, ensuring a variety of scents but still remaining consistent. Mint is a popular scent that has little gender connotation and also provides a fresh feeling within such products for the body. The logo uses a rounded font to reference the natural aspects of the product, whilst the shape aims to create a more memorable logo mark whilst being a more
specific reference to the mint leaf. The colour has an obvious connection to the name and concept of ‘Mint’, whilst the elements of the identity of the brand work together to create a clean and simple but visually engaging brand. The colour also has little gender association. The stripes are a subtle reference to water whilst also balancing the softer logo. The leaf icon is another additional 2/7
Samantha Walker
OUGD601
Mint Branding
BRAND GUIDELINES The brand guidelines publication provides guidance on how to apply the elements that build the brand identity. This also includes a brand statement introducing the brand ‘Mint’. Saddle stitched 16 page book. 3/7
Samantha Walker
OUGD601
Mint Branding
SOAP Using the stripes and leaf icon to build a visually interesting box. White stock is used throughout the branding to ensure a clean aesthetic. Packaged in a box with greaseproof lining for added protection. The soap is embossed with the leaf icon which forms part of the visual identity. 4/7
Samantha Walker
OUGD601
Mint Branding
BODY WASH Packaged in a box of two halves with cut outs creating a more engaging design. Balance is created with the round bottle in combination with the rectangular box. The bottle is labelled with a clear adhesive to allow product to be viewed clearly. Descriptions on packaging are kept simple and based on the product qualities, whilst still being descriptive and appealing. 5/7
Samantha Walker
OUGD601
Mint Branding
MOISTURISER Simple design clearly showing the brand. The level of simplicity also relates to the ‘calming’ nature of the cream as described. 6/7
Samantha Walker
OUGD601
Mint Branding
POINT OF SALE The way in which toiletries are categorised into male and female products within stores, whilst the products are essentially the same, reinforces the stereotypical influences within the brands. This ‘Mint’ point of sale display would be viewed in isolation, rather than among the female or male section. The application of the brand to the display ensures it is viewed among the many repetitive female and male specific products of which apply generic, visual gender stereotypes. 7/7