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Belle Chimieall natural body lotion

Packaging Brand Book

Contents456781012

Product DescriptionBrand DifferentiationCompetitorsDemographics and PsychographicsColor ChoiceTypographyConcept Design

ProductDescription

Belle Chimie (Beautiful Chemistry in French) looks to bridge the gap and change consumers perceptions of science and beauty products. We create all-natural, completely organic body lotions that showcases natural science by using ingredients that are found in nature and need minimal processing. To showcase the science aspect of our branding, we package our product in a glass Erlenmeyer flask, an item not commonly found outside of a science lab.

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BrandDifferentiation

By packaging our product in an Erlenmeyer flask, we stand out from our compettition. Although other high-end beauty brands use glass packaging, by using a shape easily recognied in the the science lab, we draw consumers in by causing them to question the correlation between a science lab tool and body lotion. This design, being both aesthetically pleasing and ergonomically favorable, is one that highlights our brand values, while still being appealing to even the most discerning consumer.

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Competitors

Some of Belle Chimie’s competition comes from other brands who market themselves as being both natural and science influences, like Physician’s Formula. However, we are not a cosmetics company, we make body lotion. Thus, the vast majority of competition are other organic and natural body care brands. This includes, but is not limited to, Burt’s Bees, Alba Botanica, Saffron Rouge, and Pangea Organics.

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Demographics andPsychographics

Seeing as Belle Chimie is a high end brand, our market is the upper class. We want to target consumers who are concerned about what they are putting on their skin, but are not exclusively environmental activists. We look for women, most likely in their 30s and 40s, who can afford to pamper themselves with our products.

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Color Choice

Our color choice, we feel, deeply reflects our brand values. We use exclusively a dark, fairly neutral, near black as a background color in all our branding and product labels. We accent this with a pale sage green seen in our copy and logo. We also include a slightly brighter green, a magenta, and a dusty teal. These are to bring a little life to our branding, while maintaining our high-end, natural vibe. By not using a lot of bright colors, we let the product do the talking and stand out from our competition on the shelf.

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C: 66 M: 71 Y: 63 K:84

C: 63 M: 28 Y: 57 K: 5

C: 32 M: 22 Y: 100 K: 1

C: 22 M:19 Y: 58 K: 0

C: 5 M:95 Y: 56 K: 0 9

Inai MathiAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

1234567890!@#$%^&*()

Trajan Pro Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()

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Typography

Our logo uses Trajan Pro Regular. This font was chosen due to its delicate serifs and lack of lowercase letters. This gives the font a aesthetically appealing, yet commanding presence, which we feel enhances the high-end values of our brand. Inai Mathi was chosen as our secondary font due to the contrast it provides from Trajan Pro. We feel that the sans serif, small letter forms are the perfect complement to the large, serifed letter forms in our logo and headlines. Inai Mathi is also used due to its readability and sterility.

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Concept Design

When coming up with a packaging concept for body lotion, our fist thought was “what is a shape you wouldn’t think to see a beauty product in?” Initially, we thought of a test tube. However, after careful consideration, the impracticality of a test tube was clear. We moved on to other shapes and eventually settled on an Erlenmeyer flask. This shape was deliberately chosen due to the easy recognition of it as a scientific instrument and the lack of any sort of lip. This lack of a lip is essential, as we want our consumers to easily be able to get their product out of the packaging and for the lotion itself to slide right out. The glass material

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was specifically chosen to create a high end feel. We wanted to be able to bridge the gap between chemistry and natural science and the beauty industry. We also wanted to make our brand almost a public service announcement showcasing just how chemical-based and synthetic a lot of beauty products are. Our logo should be etched into each flask in accordance with our high end packaging.

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