PRODUCT BRANDING

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.

burt's bees

discover

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.

DEFINE

CREATE

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.

apply

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.