CLIENT : Proctor and Gamble
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.
Develop a new brand identity to represent the cleaning power without the harmful effects to satisfy a need for new, authentic cleaning supplies.
Create a brand that values safe, all-natural cleaning while symbolizing a healthy lifestyle.
Wants to use safe products around her children
Motivated by:
Wants to use safe products for the environment and pets
Motivated by:
Always be honest and trustworthy
Produce products that really work, but remain safe to use around the family
Be easily accessible and understanding of customers’ concerns
Make products accessible, no matter the income of the household
I used a hand written type to evoke the idea that all of the ingredients were natural, with no true straight lines.
I wanted the brand to show that it wasn’t just an average brand, but rather one that used the best ingredients.
Vitality means life and being strong and active. This is how the brand should be represented to the audience.
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.
