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PORTFOLIO
CASE STUDY
Miss Laura
Skincare, Cosmetics
Singapore
2018
The client planned to launch a new skincare product in Singapore with further ambitions of retailing in South-East Asia and China. We were engaged to design their brand identity and set the directions for their branding and marketing communications effort.
We proposed a brand manual where fundamentals of brand integrity, such as colors, rules of applications, typeface, editorial policies, photography etc. are defined.
Logo Concept
We presented 2 concepts for the logo design, inspired by how the client envision the brand, pricing strategy, channels and target market demography.
Concept Development
The conceptual logos were presented with color variations and visuals based on the first product’s packaging. This helps the client in their decision-making process.
Packaging Design
While working on the brand manual, we also designed the actual packaging for the brand’s first product. The product packaging needed to come in 2 languages – English and Simplified Chinese due to the market they were targeting.
View the detailed packaging case study here
Product Photography
Apart from the Brand Manual project, we also executed product photography to prepare for social media content and marketing collaterals. Shooting a product with chrome surface is a challenge.
Brand Manual (extracts)
Brand Blueprint
The Brand blueprint tells of the brand story, inspiration, values, vision etc. and helps to align brand ambassadors, employees and distributors with the brand’s ambitions.
Due to the client’s target market, the brand manual was created in two languages and word-for-word translation was ruled out. It was a project heavy on transcreation to bring out the essence of such content.
Logo Guide
This segment defines the logo for the purpose of protecting its integrity during applications. This also represents the company’s determination in protecting brand assets.
Defining the elements, aspect ratio, clear space zone, minimum size are standards of a professional logo guide.
Colours & Application Guide
This segment defines the logo for the purpose of protecting its integrity during applications. This also represents the company’s determination in protecting brand assets.
Defining the elements, aspect ratio, clear space zone, minimum size are standards of a professional logo guide.
Brand Architecture
We proposed the Branded House model for Miss Laura’s brand architecture. The naming convention and identity design of future products / series are laid out herein.
Typeface
Selection of typeface presents the brand with a clear and consistent tone of voice. Besides typeface, we also written the editorial policies of the brand, defining the communications tone and manner of the brand.
Applications Guide
The Brand Manual also defines how the brand identity is to be applied to the various communications channel. These rules ultimately build the image, perception and persona of the brand in the target market. Example here is application guide for the Press/PR.
Application guide is useful for third-party service providers that are executing creative works for the brand. Brand owners can receive consistency regardless of which service provider they engage while service providers spend less time exploring options and concepts from scratch.
Application guide in the brand manual provides the concept and directives for designers to execute their work without much novel inputs. This ensures the brand achieve its branding objectives through consistency. The brand manual is an imperative and significant part of any branding efforts.
Miss Laura
Skincare, Cosmetics
Singapore
2018