The objective of this project was to choose an existing brand in the area of self-care and create
a new packaging system for a chosen product category within that brand. The process was broken down into four steps:
Discover | Define | Create | Apply
The challenge with this project was to approach the brand from a new angle and develop a brand story based on that angle. The project began as a collaboration with 3 other people. We worked in groups to analyze the existing brand and propose up to 3 new directions. Then, we each chose a direction to carry out the remaining steps individually. The final outcome needed to include
a social responsibility aspect. We decided to call attention to the recent catastrophic decline in
the honey bee population.
This first step involved taking a look at the various aspects of the existing brand. I did this by analyzing the brand's personality attributes, the benefits, purpose, message, essence, visual identity, product value, target audience and how they compare to their competitors.
A product line that is colorful, creative, & fun
Product line will have characters associated with each scent
Marketed towards a younger audience
A new line of high end products
Pure ingredients & exceptional quality
Proceeds will go toward supporting the bees
Bring people closer to nature & promote environmental responsibility
Raise awareness & call attention to the importance of bees
Further emphasize the existing natural aspect of the brand
During this step, 3 new approaches were to be developed. The areas that were analyzed in the first step were to be redefined to align with each of the new concepts.
After collaborating as a group and proposing new concepts, each member chose an approach to individually create a new form of packaging for.
I chose Nurture Nature.
Although I was happy with how the first 2 options came together aesthetically, I felt they lacked the functionality for everyday use. This was taken into account when designing the finished product which allows the product to be easily dispensed and sealed.