COP 3: Practical Brief

Brief:

Disrupt the clear ideas of masculinity and femininity within the skincare market by creating a brand identity and packaging for Heka , a gender neutral skincare company.

Background:

Consider how this new brand can stand out against existing brand identities such as Aseop and The Ordinary.

Consider how the products going to be sold, what is the focus of the brand 

Target audience - young adults, 20-35 

Consider an medium price point, so the range is affordable for most whilst still having the luxury feel of a brand like Aesop.  

Deliverables 

Logo 
Packaging outcomes 

Requirements:

Branding must appeal to both genders, be inclusive in nature 

Must stand out against existing brand identities

Research References:

Ampuero, O. and Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), pp.100-112.

Malär, L. Krohmer, H. Hoyer, W. and Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing.

Thompson, G. (2017). Gender-less or Gender-more? Addressing gender in product branding.It's Nice That. Available at: https://www.itsnicethat.com/news/gender-in-design-130917.

Simon, A. (2018). The Rise of Gender-Neutral Beauty. The Independant. [online] Available at: https://www.independent.co.uk/life-style/gender-neutral-beauty-rise-trend-unisex-brands-grooming-marketing-diversity-stereotypes-a8325026.html [Accessed 15 Oct. 2018].