Visual Strategy Guide

Burt's Bees

Visual Strategy Guide

Student: Yingjie Chen

Course: GR 604 The Nature of Identity

Burt's Bees Visual Strategy Guide

Our History

Burt's Bees Brand Description

Burt's Bees is a leading skin care and beauty brand focused on creating natural products using ingredients that come directly from nature. Their target audience includes people of all ages and backgrounds who seek high-quality skin care products free of harsh chemicals and artificial additives. They believe in harnessing the power of natural ingredients to create products that not only promote skin health, but also minimize environmental impact.

Brand Description

The year Burt's Bees was officially founded by Burt Shavitz and Roxanne Quimby, marking the beginning of their journey into natural skincare products.

The company moves its headquarters to North Carolina, solidifying its presence in the United States and expanding its operations.

Burt's Bees celebrates its 25th anniversary, reflecting on its growth and success in the natural skincare market.

Burt's Bees introduces its iconic Beeswax Lip Balm, which becomes one of the brand's most popular and recognizable products.

Burt's Bees is acquired by Clorox, providing the brand with additional resources and distribution channels while maintaining its commitment to natural ingredients and sustainability.

The brand launches its "Greater Good" sustainability program, reaffirming its dedication to environmental responsibility and social impact.

Burt's Bees becomes CarbonNeutral® certified, furthering its commitment to reducing its carbon footprint and promoting environmental stewardship.

Burt's Bees launches its "Beez Kneez" sustainability goals, setting targets for reducing waste, conserving water, and supporting pollinator health.

The brand expands its product line to include cosmetics, introducing natural makeup options to complement its skincare offerings.

2020

Burt's Bees celebrates its 35th anniversary, commemorating over three decades of providing consumers with natural, sustainable skincare solutions.

Today

Burt's bees will adhere to the spirit of linking nature, health and community to build the brand, and engage in education, outdoor and other industries to develop the brand.

Our Future

New Mission

Our mission is to inspire people to connect with nature, wellness, and community, so that can improve their health and work together for a healthier planet.

Brand Soul

Each product contains the essence of nature: to nurture, heal and sustain.

Keywords

Nature

Heal with nature's bounty

Wellness

Nurture your well-being

Community

Bee-inspired collaboration

Brand potential

Current

Burt's bees are known for their natural ingredients Production of lip balm and other skin care products.

Burt's Bees

Future

Now we will continue the spirit of burt's bees and expand our services.

Burt's Bees

[A] Being close to nature can make people feel good: Being close to nature allows people to relax and breathe fresh air, which is good for both physical and mental health.

[B] Natural materials benefit health: Using natural materials and foods is good for people's health.

[C] Community division of labor balance: Learning how bees work together in a community can improve efficiency.

New Audiences

Mary Smith

The Cultural Explorer

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] Mary plants a small garden on the balcony of her home because she believes that being close to nature can improve her mental health.

[A] As an environmental consultant, Mary will recommend to her clients to build many parks in the city, because she thinks getting close to nature can make people feel happy.

[B] She uses natural cleaning products because she wants to make sure to make sure his home environment is healthy.

[B] She chose an eco-friendly fertilizer for her garden because she felt it was important to be environmentally friendly and healthy.

[C]Mary advocates sharing tasks among members in community gardens because she believes this approach fosters everyone's sense of responsibility for the environment.

[C] She likes to have teams do impact assessments because different perspectives can provide a more holistic solution, and she believes teamwork leads to more effective conservation strategies.

Ting Huang

The Holistic Heale

28 / Acupuncturist / Shanghai, China.

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] Ting's daily work as an acupuncturist requires bending and lowering his head, becuase he exercises in the park every day to stay close to nature and keep her body healthy.

[A] He views cultural as a source of creativity because his background has sparked his interest in cultural understanding.

[B] He recommends herbs because he believes in the healing power of natural materials.

[B]Ting incorporates traditional herbs into his treatment because he believes in healing from natural materials.

[C] He encourages his patients to participate in group health activities, because he believes that sharing personal experiences can lead to more effective treatment options for people.

[C] He organizes community health workshops because he believes that pooling knowledge from different practitioners can provide a more holistic approach to health.

Le Thao

The Rugged Explorer

[A] Being close to nature can make people feel good. [B] Natural materials benefit wellness.

Community division of labor balance.

[A] She chose to go hiking in the wilderness on her day off because she found it physically and mentally enjoyable to exercise in nature.

[A] She likes to go camping with her friends because she believes nature can make people happy and she wants her friends to be close to nature.

[B] She prefers gear and clothing made of natural durable materials because she feels it better for her health.

[B]She advocates for her clients to use healthy foods made of natural materials because she believes that foods made of natural materials are better for health.

[C] She leads the team on expeditions, assigning specific roles to each member because she believes this structure enhances team cohesion and makes everyone safer and happier.

[C] She trained her team in a variety of survival skills so that responsibilities could be evenly distributed, and she believes a balanced division of labor is essential to overcoming challenges in the wilderness.

30 / Outdoor Adventure Guide / Ho Chi Minh, Vietnam

James Williams

The Creative Soul

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] James enjoys sketching in city parks because he likes to look to nature for inspiration and make sure his creative juices are flowing.

[A] He chooses natural light as much as possible in his work-space because he believes that natural light enhances the aesthetic quality of his work.

[B]James tries to incorporate organic fabrics into his designs because he believes that things in nature can make his work more vivid.

[B] He advocated the use of natural pigments in the painting process because he believed that pigments without formaldehyde were healthier.

[C] He implements collaborative design in his studio because he believes that adhering to this democratic approach unleashes creativity and innovation in his team.

[C] He assigns specific tasks according to individual strengths, as he believes that this division of labor maximizes the efficiency and quality of his fashion.

Kiran Rao

The Wellness Advocate

45 / Nutritionist / Bangalore, India

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] He likes to exercise in the park because it gives him both exercise and the calming effect of being outdoors

[A]He encourages his clients to eat in a natural environment because he believes it is relaxing and better for digestion.

[B]He advises eating whole foods because he knows that natural ingredients are essential for health and vitality.

[B]He recommends kitchenware made from natural materials such as wood to his clients, becuase he believes that making food with these materials can retain more of the nutritional value of the food.

[C] He co-leads group nutrition projects with other health professionals because he believes this collaboration can provide a more holistic approach to individual health needs.

[C] He organizes community cooking classes because he believes that sharing cooking skills and knowledge enables individuals and groups to make healthier choices.

Kevin Thompson

The Mindful Explorer

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] Kevin chooses scenic destinations for his travels because he can share the beauty of the world with his followers and stimulate their desire to explore.

[A] He often camped out under the stars to immerse himself in nature because it enhanced his creativity.

[B]When he travels, Kevin prefers to stay in accommodation made of natural materials, becuase he believes such environments promote health and prepare him for exploration.

[B] He always carries a water bottle made of environmentally friendly materials with him, as he believes that staying hydrated with clean water is essential to his health during expeditions.

[C] He likes to collaborate with other travel bloggers to create travel guides because he believes such collective efforts can provide readers with richer content and experiences.

[C] He likes to work with locals on local projects because he believes that working with locals leads to a more authentic travel experience.

John Smith

The Tech Advocate

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] He prefers indoor activities, because he believes that working in nature is less efficient than working indoors.

[A] He questions the practicality of urban gardening in small urban Spaces,becuase he arguing for more technology to drive and build

[B] John is skeptical about the superiority of natural materials,because he preferring the costeffectiveness of synthetic materials.

[B] He prefers scientifically formulated skincare products because he thinks they are more effective than natural ones.

[C] John believes that in collaborative projects or team work, the idea of assigning tasks undermines the potential for innovation because it may not always align with an individual's strengths.

[C] John does not agree with the division of labor in the community, because he believes that strict division of labor will lead to poor quality of work.

Gye Yun

The Urban Realist

25 / Real Estate Agent / Yongsan, Korea

[A] Being close to nature can make people feel good.

[B] Natural materials benefit wellness.

[C] Community division of labor balance.

[A] Gye believes that the noise and convenience of the city can give her more happiness and satisfaction than nature because she sees cities as centers of cultural and social opportunity.

[A] She thinks green environment is not essential because she thinks happiness can be achieved through urban facilities and services.

[B]She doesn't agree that natural materials make people healthier, because she prefers modern building materials for their efficiency and reliability.

[B]She questioned the efficacy of natural remedies and put more faith in modern medicine to solve health problems because she considered modern medicine to be authoritative.

[C] She does not believe that the community division of labor is good because she thinks that such a system will weaken the passion of the individual.

[C] She argues that individual incentives work better because the real estate industry thrives on competition and individual initiative.

Competitors

Current competitors

Natural cosmetics and skincare products with the same philosophy as burt's bees.

Dr. Hauschka

Offers holistic skincare products with organic ingredients farming practices.

RoC

Skincare brand, antiaging, effective, trusted, dermatologist recommended.

Farmacy

Skincare brand, natural ingredients, sustainable, effective, cruelty-free.

Hua Xi Zi

Chinese cosmetics, traditional ingredients, elegant packaging, cultural heritage.

Cerave

Skincare brand, hydrating, dermatologist-developed, gentle, ceramide-rich formula.

Kiehl's

Skincare brand, natural ingredients, apothecary roots, effective, trusted.

Yes To

Known for natural skincare made with fruits and vegetables and eco-friendly packaging.

Alba Botanica

Offers a diverse range of natural skincare and hair care products with botanical ingredients.

Desert Essence

Provides skincare and hair care products infused with desert botanicals for health.

Avalon Organics

Produces organic skincare and hair care products from plantbased ingredients.

Adjacent competitors

Burt's bees is the same company and brand that wants to create a sustainable, natural brand.

Method

Method is a household cleaning brand that emphasizes ecofriendly formulations.

Ecover

Ecover is another brand known for its eco-friendly cleaning.

Dreft

Baby laundry detergent, gentle, effective, safe for infants.

Grandma's Secret

Stain remover, powerful, reliable, effective on tough stains.

Walch

Disinfectant brand, effective, trusted, household hygiene, versatile cleaner.

Package Free Shop

A one-stop-shop for ecofriendly personal and household products, promoting a zerowaste lifestyle.

Alter Eco

Alter Eco produces a variety of fair trade and organic food products.

Avocado Green Mattress

Avocado Green Mattress specializes in organic and ecofriendly mattresses.

Tide

Laundry detergent, powerful, trusted, removes stains, fresh scent.

Bite Toothpaste Bits

Offers toothpaste tablets in sustainable packaging to reduce plastic waste.

Future competitors

burt's bees of the future will connect with nature, health, and community to empower people to better themselves and love nature at the same time, so these brands will be our competitors in the future.

Nature's Path Organic

Nature's Path Organic specializes in organic breakfast foods, including cereals, granolas, and oatmeal.

U.S. Travel Association

Advocacy group, promotes travel, tourism, economic impact, policy influence.

The Home Depot

Home improvement, tools, building materials, gardening supplies, DIY projects.

REI Co-op

REI Co-op is a retail company specializing in outdoor gear.

Farm to Table

Farm to Table is a movement promoting locally sourced and sustainably produced food.

YogaWorks

YogaWorks is a yoga studio chain offering classes, workshops, and teacher training programs.

Outdoor Voices

Outdoor Voices is an activewear brand that encourages people to get outside and stay active

Thrive Global

Thrive Global is a wellness and behavior change platform founded by Arianna Huffington.

Good Eggs

Good Eggs is an online grocery delivery service that connects consumers with local farmers and food producers.

Burpee

Seed company, garden supplies, heirloom varieties, gardening expertise, trusted.

Brand Attributes

Brand Attributes

5 relevant/good/positive words

Natural Heal Sustainable Environmental Nourishing

5 bankrupt/stale/negative words

Expensive lonely Particular Overhyped Inconvenient

5 neutral words Organic Modular Accessible Intuitive Customizable

5 words your brand hopes to “own” Collaborative Innovative Transparent entirety Authentic

Disclaimer

This is a student project

Typography Seitu Joanna Nova

Photography Unsplash.com