THE BRIEF
Lather is a tween skincare company that offers clean and ethically sourced skincare products for children aged 10-13. Their goal is to help tweens establish a skincare habit by creating a line of easy-to-use products that prepare their skin for puberty.
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The objective is to create packaging and branding for Lather Tween Skincare that appeals to its target audience, communicates the product benefits and values of the company, and is consistent with its clean and ethically sourced ethos.
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Target Audience:
The target audience for Lather Tween Skincare is tween girls aged 10-13 and their parents who are concerned about the ingredients in skin care products and want to establish healthy skincare habits for their children.
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Key Message:
Lather Tween Skincare offers clean, ethically sourced, and effective skincare products for tween girls, making it easy for them to establish a skincare habit.
THE PERSONAS
Q: What are the biggest challenges parents face when trying to find clean and easy-to-use skincare products for their tweens?
A: The biggest challenges parents face include the lack of clear labeling and ingredient lists on many products, feeling overwhelmed by the number of products available, and concerns about the safety of the products.
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Q: How confident are tweens in their ability to establish and maintain a skincare routine? What factors contribute to their confidence or lack thereof?
A: Tweens reported varying levels of confidence in their ability to establish and maintain a skincare routine, with many expressing concerns about the time and effort required. Factors that contributed to their confidence included clear and easy-to-use products and guidance from parents.
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Q: What specific features or characteristics of skincare products are most important to tweens and their parents when it comes to ensuring the products are clean and safe for use?
A: Both parents and tweens valued skincare products that were made with natural and safe ingredients, easy to use and did not require a lot of time or effort, and had clear labeling and ingredient lists. Additionally, parents valued products that were affordable and accessible.
The Research...
The purpose of this user research was to explore the challenges parents face in finding clean and easy-to-use skincare products for tweens and to better understand the confidence levels and preferences of tweens in establishing and maintaining a skincare routine.
Key Findings
Key Findings:
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Parents reported that their biggest challenge in finding clean skincare products for their tweens was the lack of clear labeling and ingredient lists on many products.
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Both parents and tweens reported feeling overwhelmed by the number of skincare products available on the market and the varying claims made by different brands.
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Tweens expressed a strong desire for skincare products that were easy to use and did not require a lot of time or effort.
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Parents and tweens both valued skincare products that were made with natural and safe ingredients.
Market Research:
Recent research has explored the impact of packaging design on the marketing of tween skincare products. One notable aspect is the use of bright colors and bold text to attract the attention of this age group. Minimal shapes are also used to make the product stand out on the shelf.
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Studies suggest that colors can evoke emotions and influence purchasing decisions, especially among younger consumers. Bright, vibrant colors are commonly used in tween skincare products to appeal to their sense of fun and playfulness.
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In addition, bold text can help convey the product's benefits and features, making it easier for tweens to understand and make an informed purchase decision. Minimal shapes help the product stand out and may give it a modern, trendy look, which is important in a highly competitive market.
THE MOOD
The mood board for Lather's brand identity design showcases a strong emphasis on educating and empowering young tween girls about skin care. One of the key elements in the mood board is the use of images featuring young girls washing their faces and learning about a new skincare routine. These images are carefully curated to show real girls in relatable situations, such as in their bedroom or bathroom, creating a sense of authenticity and connection with Lather's target audience.
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Overall, the mood board for Lather's brand identity design effectively communicates the brand's commitment to educating and empowering young tween girls about skincare. By showcasing relatable situations and providing informative materials, Lather is able to build trust and foster a connection with their target audience, creating a sense of loyalty and engagement with their brand.
The Design
THE STYLE GUIDE
Lather, a skincare brand targeted towards young tween girls, utilizes bright and pastel pinks and oranges in their brand identity design to attract and engage their target audience. These colors evoke a sense of fun, energy, and positivity, which aligns well with the youthful spirit of the tween age group.
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Lather's brand identity design is particularly effective in capturing the attention of young girls who are just starting to learn about skincare and developing a routine. By using bright and vibrant colors, Lather creates an inviting and approachable image, making it easier for tweens to get excited about skincare and start on their skincare journey.
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Lather's use of bright and pastel pinks and oranges in their brand identity design effectively targets young tween girls and creates a sense of energy and positivity around skincare.
Color Palette:
The color palette used by Lather, which combines bright and pastel shades of pink and orange, is carefully chosen to evoke a range of emotions and create a sense of playfulness and energy. Pink is often associated with femininity, nurturing, and compassion, while orange is associated with enthusiasm, creativity, and adventure.
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Bright pink and orange are vibrant, attention-grabbing colors that evoke a sense of excitement and enthusiasm, making them ideal for capturing the attention of young tween girls who are just beginning to learn about skincare. Pastel shades of pink and orange, on the other hand, are softer and more soothing, creating a sense of calmness and relaxation that is important in skincare.
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By combining these two color families, Lather is able to create a unique and engaging color palette that is both fun and calming. The bright colors draw attention to the brand and create a sense of excitement, while the pastel colors provide a soothing and nurturing touch that is ideal for skincare.
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Overall, Lather's color palette is designed to create a positive emotional response and to engage their target audience in a playful and energetic way. By combining the psychology behind both bright and pastel shades of pink and orange, Lather is able to create a unique and effective brand identity that resonates with young tween girls and helps them to feel confident and empowered in their skincare journey.
Typography:
Lather's brand identity design uses typography as an important element in creating a cohesive and engaging visual identity. The main font used is Lust Script, a playful and whimsical typeface that conveys a sense of fun and energy. This font is ideal for capturing the attention of young tween girls who are just beginning to explore skincare.
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In contrast, Montserrat is used as a secondary and grounding font. This typeface is clean and modern, providing a sense of sophistication and professionalism. By using Montserrat as a secondary font, Lather is able to balance the playful energy of Lust Script with a more serious and grounded tone, which is important in establishing credibility and trust with customers.
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Overall, the combination of Lust Script and Montserrat is highly effective in creating a cohesive and engaging visual identity for Lather. The use of Lust Script conveys a sense of fun and playfulness, while Montserrat provides a more grounded and professional tone. This combination helps to build trust and credibility with customers while also capturing the attention and imagination of young tween girls who are just beginning to explore skincare.
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MONTSERRAT
Lust Script
