Brief

Project Proposal

Project Proposal

The brief I have chosen to undertake will be the body shop. The project is asking me to “Design a contemporary range of packaging for The Body Shop that unites their brand values with the premium nature of the products.” And my design should include four different products from the stated “Tea Tree (skincare for blemished skin) White Musk (fragrance) Liquid Foundation (make-up) and Body Butter (all over body moisturiser)”

The body shop has some strong core values within the company, so I will be focusing my designs around these five values.

• Against Anima lTesting

• Support Community Fair Trade

• Activate Self Esteem

• Defend Human Rights

• Protect the Planet

When looking at the Body Shop website, I noticed a consistent style throughout all the products. The brand concentrates on floral images using natural colours within their designs, I like this idea however I feel that it has been seen before, there is no uniqueness.

The brief asks that I remain connected to all the other Body Shop product’s, I will do this by keeping a floral theme but adding a modern, funky, fresh twist.  My final design needs to be both aesthetically pleasing and eye catching.

My plan for the project is to build a 5-piece gift set including all the products from above. I will hopefully be building my own mold for the bottles and will be creating my own labels for the packaging. I will also be creating five separate advertising cards / posters to support the gift set. I will be adding a fresh design to each post card; the theme of the card will follow that of the product.  On the back of each card I will talk about the core Body Shop values.

The gift set – I am not sure yet how I will make the box and packaging, but it must work with all the Body Shop core values and also attract the same audience and a new audience. I will create my own labels for all the packaging items, again I want to stick to the Body Shop theme using floral designs and small bottles and giving each bottle a personality, however this will not continue into my post cards as I am trying to attract a new audience as well. Natural colours is how I will start with my designs but through the process I have no doubt I will brighten them up as I love colour and feel it is one of the most important things to a design.

The post cards/posters – The reason for adding these into my project is the fact I will need to promote these new products and attract new audiences, also I went into Manchester today and noticed how all new products are advertised in shop windows or inside the store and I think post cards, and posters are a great way of getting my design out there. This would also be great for my portfolio, as I would be able to show the client I like to extend what I do and not just stick to the brief requirements.

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Action Plan

Action Plan

·      Start Blogger and Sketch book with D+AD brief

·      500 word proposal

·      Action plan

·      About Body Shop and the four products

·      Brainstorm key words about the brand (with group and individual)

·      Evaluate brainstorm

·      Target audience and how this will effect my design

·      Research the five core values

·      Before I even look at the design process I need to look at marketing strategies

·      Promoting my work

·      Making it work – colours, fonts, images etc.

·      Extending the logo – adding floral frame

·      Researching brands, logos, packaging / templates

·      Own ideas for Packaging

·      Sketches

·      Break it down to four designs

·      Take the four designs further with more detail

·      Target and evaluate problems with each design

·      Finalise packaging product

·      Repeat same process for post cards / posters

·      Evaluate

About Body Shop

"The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed."

                Dame Anita Roddick. Human Rights Activist. Founder of The Body Shop 

The Body Shop International plc is the original, natural and ethical beauty brand, with over 2,500 stores in over 60 markets worldwide.

against animal testing
Every one of our products is animal cruelty free and vegetarian. In fact we were the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for our Against Animal Testing policy.

for trading fairly
We believe in fair trade to such an extent, that over 20 years ago we set up our own fair trade programme, called Community Fair Trade. We believe this level of commitment to trading fairly is unique in the cosmetics industry. Community Fair Trade now works with over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to build their futures. Most of our products contain Community Trade ingredients.

our five core values
The Body Shop is a leader in promoting greater corporate transparency, and we have been a force for positive social and environmental change through our campaigns around our five core Values: Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.

our charitable foundation
We also have our own charity, The Body Shop Foundation. Launched in 1990 (registered charity no. 802757) we give financial support to pioneering, frontline organisations that otherwise have little hope of conventional funding. The Foundation's focus is to assist those working to achieve progress in the areas of human and civil rights, environmental and animal protection.

Five Core Values

The four products i must use in my project.

Tea Tree (skincare for blemished skin)

  White Musk (fragrance) 

 
Liquid Foundation (make-up)  

  Body Butter (all over body moisturiser)

Group and Individual Brainstorm

As my original group were all doing diesel, Jason thought it would be best to split me, Russ and Abbey into a new group as we are doing the same brief.

Before switching, I asked the group if they could give me a few words with came to them when they thought about the body shop. Hear is what they give me.....

Organic
Fresh
Healthy
Oils
Cleansing
Refreshed
Reinvented
Regenerated
Revitalised
Body wake up
Bio Goo
Clever germs

My Brain Storm - (original sketch in sketchbook)

Internet Research

I love the style of packaging the products have, instantly they look fresh, and are very eye catching. However, the design is very simple and un original, but i do like how clean and professional the design looks as a whole.

Very simple box design, products have soft blended in colours and overall looks very professional. Having the recycle logo on the box also shows they care about the environment and shows the want to become a social responsible company.

When i saw this design, i instantly wanted to create something like this, however I dont think i can create something completely different without people thinking i just copied from this, and i also dont know where i would get the resources from.

 

Retro design really works well, in one of my concepts i might consider working  in the style of art nouveau.

 

This is something Jason pointed out to me. Taking you imagination further is a great way to get yourself heard. I will need to look at doing something like this in one of my designs.

This is where my idea for concept one come up from. I like the design but dont like the idea of the image having a man init, when the body shop normally targets woman.

Again using green for the design and keeping the bsackground original is suppose to show how that the brand is enviromentally friendly. With my design i would like the negative space to create such a strong image to the audience. How can i make my design show i care about the 5 core values and the environment.

The Body Shops current product design. I do not dislike the designs there fresh, natural but they just look good, there is no meaning behind the design from what i can see, which doesn't give the brand justice.

i love swirls and floral borders, so i might consider designing something like this ???

Love the packaging template and like the colour scheme throughout the design. 

I like the labels to this design but think the designer could of been more creative, however this gives me a good idea of shapes i could use for my bottles?

This is my favourite design throughout the project and i will definitely think about doing something like this but with a different shape? image?

I come up with an idea putting i <3 recycling or making the shape of a tree in the recycling logo, but as i have just found out they weren't my own ideas :(

Art Nouveau would be a perfect style for The Body Shop but when i was going through my concepts with Jason, he seems to think i could give more rather than just create a 'nice' design. 

Simple Vector designs are on my favourite styles of graphic design. I love the colour scheme and the box  template, its very simple to the I phone box and will come back to this when making the box.

obviously i need to put some designs i don't like in my research and this is one of them..... the colour scheme doesn't work, it reminds me of a cheaper version of The Body Shop.

Clever simple design but looks really attractive with a nice meaning behind it. 

Some nice floral borders and like the shapes of the packaging.

Class with Jason, Concept Idea 1

Brainstorm

I decided to stay with what The Body Shop liked to use in their designs, Flowers. So as i still want to target the five core values i thought about making middle of the flower the world and having petals coming out from it.

This concept i had the idea of using each core value and turning it into and image. 

for example the woman with the flowers inside her would of been to promote "actve self - esteem" making design beautiful but the value serious. I think this worked well but it was un original and had no spark. It doesnt get my point across strong enough either.

IDN - "FUCKING RECYCLE"

After Speaking to Jason in todays lesson, we both agreed stepping away from the non original floral designs was the best idea.  Looking at IDN magazine, there was some really interesting work designed by "Becky Redman" and this concentrated on recycling and looking after the planet.

As The Body Shop concentrates on these values aswell, we thought it would be best to go down this path instead of doing floral designs.

Another Artist which come to my attention was "Jamie Wieck" and designed a business card which a plant grew out of it when dipped in water.  This to me takes design to another level and this is what i want to achieve in my designs.

IDN magazine - "FUCKING RECYCLE"

Individual Concept 2

My idea behind this design come from research and my survey ( survey is two posts down ) The Body Shop struggles getting accross the five core values they support and i wanted to create something that was so obvious you couldnt miss it. I really like this concept, its unique, fresh and has a lighter side to a serious side. Creating a childish design will attract the audience without them realising the serious side to my design. Hopefully then the audience would read the design and have a much clearer understanding to what The Body Shop is trying to achieve.

EMAIL: Becky Redman

I have emailed Becky Redman about her section in IDN, asking her if she can give me any advise on my project and if she knows of any other designers which also concentrate on increasing the awareness of recycling, eco, etc...

Lets hope she replies.

Survey

 To give me and the group a clearer understanding of what people think about the Brand we have come up with a few questions which will help us improve our designs and understanding of The Body Shop

<a href="http://www.surveymonkey.com/s/8C7K83R">Click here to take survey</a>

We will then upload the responce we get in one week.

Survey Results

The results from the survey has given me a bigger insight to the fact not as many people understand about The Body Shops five core values. I think this is a shame as the brand take alot of pride in doing so. I now know my design must incorporate all these areas which The Body Shop lacks.

How can i help the brand get the point across?

I need to create a design which hits people in the face and doing so i need to make it very clear what i am trying to do.

Did my survey work?

I think this survey has given me a much clearer insight to what people no and dont no. I could of changed the questions slightly to make them easier to understand but the outcome i got back was fantastic and i thank everyone who helped me coming to my conclusion.