soap

Vitality

CLIENT : Proctor and Gamble   

Objective

P&G wants to provide a new product line for health-conscious consumers who are concerned about harsh chemicals causing harmful effects to their children and pets.

Challenge

Develop a new brand identity to represent the cleaning power without the harmful effects to satisfy a need for new, authentic cleaning supplies.

Solution

Create a brand that values safe, all-natural cleaning while symbolizing a healthy lifestyle.

Discovery


mother

Mindful Mother

Wants to use safe products around her children

Motivated by:

  • Reliability
  • Price
  • Variety of scents
student

Stand-up Student

Wants to use safe products for the environment and pets

Motivated by:

  • Conscious
  • Powerful products

Core Values

Transparent:

Always be honest and trustworthy

Trustworthy:

Produce products that really work, but remain safe to use around the family

Compassionate:

Be easily accessible and understanding of customers’ concerns

Affordable:

Make products accessible, no matter the income of the household

Planning


vitality concept 1

I used a hand written type to evoke the idea that all of the ingredients were natural, with no true straight lines.

vitality concept 2

I wanted the brand to show that it wasn’t just an average brand, but rather one that used the best ingredients.

vitality concept 3

Vitality means life and being strong and active. This is how the brand should be represented to the audience.

save-the-dates-and-website

Brand Identity

The color palette reflects naturally occurring colors and are combined with stylized typography and a leaf. This is meant to reflect the all-natural ingredients and show the authenticity of the brand. Color is also used as a method to show the scent.

Prototype


Shampoo
Bath Supplies

KARA COPELAND © 2018 ALL RIGHTS RESERVED