Making the spray box & display box for the products
Images will be edited for presentation slides
This week I fixed minor stuffs on the layout & typeface of the aftershave & shaving cream packaging. I revamped the spray box a bit so that the cut makes an N. Revamped version has a much bolder look to it.
Another major thing I need to work on is also the shaving box – I was advised to make the box out of duplex to further differentiate the grooming products & grooming equipments line.
This week I was told to refine my logotype, to remove the diagonal lines on the logo and simply incorporate it as graphic elements instead.
Packaging that will be used for shaving cream, aftershave and mouth spray
I’ll be developing digital mockups for the packaging with these logos, each with different graphic elements applied to it.
Continuing from last week, we set off to discuss about the brand, its slogan and the packaging structure.
I also find references from other men grooming products which I think pose as a competitor to my brand, to see their approach & style.
I’d like for L/ON to go for something in between Molton Brown’s sophistication and H’ (Harry’s) clean, more youthful design. I was suggested to use brighter color or contrasting color, rather than earthy color which would look older (“heritage”-looking) since my target audience is of the 25-35 age segment.
The look I am aiming for is high-end and sophisticated but also quirky and would appeal to younger, urban/metro audiences.
During QC today, I was told that my creative brief was alright – the background, target audience and focus are clear, however the objective was too biased.
Other comments were on the name of the brand “LIONHART” – it sounds too strong, old and tacky for it to be marketed to the age segment of 25-35. For the target market of 25-35 years old, higher economy class (A+ – B+ class), they’d expect a quirkier, simpler name, due to the exposure to a lot of western culture and high class lifestyle. The logo visuals also need to be simpler, more modern and sophisticated. To fit the creative brief better, I also had to update my moodboard as it was too general.
The alternate that I came up with for the name of the brand is “L/ON” (read: Lion), a quirked-up version of the word lion. The “I” is slanted to signify the distinction of this one character that shifts thing a bit from the being just the ordinary; with the message that if you groom well, you’d stand out, be distinctive from the rest of the pack by projecting the 3 qualities of confidence, charisma and charm. (Update: I later decided L/ON would be the acronym for “lights/on” – the light is on you, so give them your strongest, boldest by presenting your best at all times)
Will be working on:
-Packaging design (the structure)
-Approach towards the design: is it by strong quotes that’d encourage men to groom better? Is it through images of well groomed man placed on the packaging itself? Or is it purely through graphic elements – emphasising on the boldness of a lion?
(Work in Progress) Strategic Planning
“LIONHART” (from the words “Lion heart” and “hart”) is a brand that produces a line of men’s grooming product, to boost their confidence, charisma and charm.
What are men’s grooming products? The word grooming refers to things that people do to keep their outward appearance clean and well presented. Men’s grooming products are all the products that’d help men take care of their appearance & overall presentation.
List of (common) men’s grooming products:
- Shaving cream/gel
- Shaving razor
- Post-shave balm
- Beard care products (beard soap, beard styling cream)
- Mouth spray
- Body wash
- Face wash
- Face spray
- Fragrances (perfume, cologne)
- Styling wax
- Sun block
Problems / mistakes men do with personal grooming
- Grooming is an unmanly thing to do
- Growing out mustache / beard without taking care of it
- Not maintaining stubble growth (unbalanced stubble look)
- Out of control eyebrows (unibrows) – Maintain natural shape of eyebrow, because they’re the most important indicator of face’s emotional expression.
- Nose hair / ear hair trimming (usually +30 y.o)
- Hairy neck
- Hair over the ear – a general indicator that men need to go to barber
- Using wrong products (body soap for face, or razors that create rashes after shaving)
- Not using deodorant, mouthspray
- Set a grooming routine (e.g: Every weekend / every morning before work)
- Have the tools to proper grooming at home – shavers, clippers
- Take care of mustache, beard and stubble by clipping / trimming the stray hairs, or
- Have it clean shaven
- Educate men on the importance of grooming (how it’d get you good first impression, get you the girl / job you want)
Why do men use these grooming products?
- They want to appear clean, neat and respectable
- Good personal hygiene & grooming is attractive to women
- It is becoming acceptable for men to take well care of their looks
- Unkempt facial hair could destroy men’s image and people’s impression about them
- First impression is important, supported by well-groomed appearance
When do men take care of their personal grooming?
- Early morning
Which/What kind of male uses grooming products / groom well?
- Economically active population
- Middle-high economy class
- (Stereotype) Gay males
- Young adults (17 above)
- Young executives age 25-35, primary audience
- Age 35-45, secondary audience
- Single household
What are the psychographic characteristics of these adults?
- High sense of self-preservation
- Want to appear good to others
- Care about opinions of people around them
What are the behavior of these adults?
How would “LIONHART” boost their confidence, charisma & charm?
What are the problems that “LIONHART” aims to tackle?
After QC-ing my ideas for the keyword “bold” and the 3 products that I wanted to create, I was suggested to combine the mouth spray and shaving cream idea together to create a brand that produces a line of men’s grooming product. Now that I know what to make, coming up with the brand idea is next.
I have been thinking about possible brand names that’d convey the message of bold-ness, and coming up with brand image that’d show that these products would inspire confidence and boldness in men through confidence-boosting experience while grooming.
I chose the name “LIONHART”, a twist of the word Lionheart, because I think lion symbolises boldness, daring and courage. Lionheart itself means “a person with exceptional courage and bravery” (often heard / used in medieval themes), while “hart” is German for hard, tough firm.
I decided to come up with the brand identity (and some of the brand visual identity) before drawing up the structure of the packaging because I think by creating the brand first, I can better decide what look would best mirror / convey the brand’s ideals and message.
I had planned to make the logo look like a silhouette of a fortress (symbolises strength, fortification & boldness in structure), but that doesn’t look all too well once vectorised. The lion illustration with trimmed(?) mane that fits inside the circle looks more sophisticated and high-end rather than just simply bold, and since the brand is targeted for men of higher economy class/income (and their respective lifestyles), the sophisticated look is well-suited.
We started the class with an introduction on what packaging design is – beginning with understanding the word package itself, and the nature of it.
A package is something that has been on earth naturally, since the beginning of it. Example of it can be found on fruits – banana, oranges, durian – they have an outer shell that holds the content inside. Packaging, on the other hand, would be the container, package that holds information about the content.
Packaging is an essential factor for any product, as it is the final communication device before purchase. It could either deter or attract people from buying it, relay the message of the product brand. By applying appropriate design, a packaging could target the product’s desired audience.
While designing a package, it is crucial to get the structure of the package right first, before considering any graphic elements. Different items will require different package – you cannot pack a biscuit and a milk in the same way. As society evolved and needs changed, packaging also developed in its technology of preserving the contents. When designing the structure, we have to consider the environment of which the item would be used, the nature of its content, how they’d be stacked (when displayed in store), etc.
Obviously we have to design a package for our final assignment – we have to come up with the brand and product by ourselves, starting with keywords prompt that we needed to choose. Females will have to make products that appeal to men, and vice versa.
I went with the word “bold”, which are tied with the words daring, strong, confident, fearless, forward / no hesitation, courage. It can also have the context “beyond the usual limits of conventional thought on action; imaginative”. Currently I’m thinking about creating a line of shaving cream products, or a mouth spray brand.
The shaving cream product would be marketed as shaving cream that’ll make men feel confident, sexy when and after shaving with it. It will be bold in a sense that it is strong, suave and confident. The target audience would probably be for the 25-35 age group.
The mouth spray product would also advertise bold, daring personality, but to a more youthful group of audience. The idea is for the mouth spray to inspire confidence and boldness in men by having fresh breath – which helps a lot in attracting women. The product will have varying smell with rather tacky names such as “Charmer Casanova”, “Hotshot Billionaire”, “Mr. Just Right”, “Puppy Prince”. The target audience would probably for boys / teenager / young adults (15-25).
The third idea that I finally came up with was to create a brand of healthy drinks intended for male aged 20 above with healthy lifestyle (of exercising, going to gym and shaping abs). I thought that most of healthy juices/drink brands are intended for female consumers, even the design and graphic are quite feminine. This line of healthy drink will have variants of mix juices and protein shakes intended for males, with perhaps more masculine packaging shape (more edged sides, less rounded, etc) and more “manly” colours.