Skin Brand Guidelines

BRAND IDENTITY | SKIN Brand Identity Guide2



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BRAND IDENTITY | SKINCONTENTS07 10 16 24 RESEARCH LOGO ABOUT SKIN COLOUR PALETTE A statistical overview In-depth descriptions of28 of the global skin care how the skin logo works Tinded and bringt, we industry. as a system. explain how the palette TYPOGRAPHY was adopted and what it 34 represents.Letter systems rule! STORE DISPLAY5 36 40 Minimalist and highly PACK AGING luxurious. PHOTOGRAPHY Boxes, bags, and more Product, location, and boxes. lifestyle examples.

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BRAND IDENTITY | SKINASBKOINUTChemically ridden skin care products have no place on the human body’s largest organ. Created using organic and all-natural ingredients, SKIN utilizes carefully designed formulas to target specific areas of the skin bringing about striking results. It is SKIN’s aim to create products that offer multi functioning features, limiting the amount of products needed on your bathroom counter and allowing you to save money. Sounds pretty good so far, right? Using BPA-free bottling, we have taken measures to ensure that every component of our skin care products are free from potentially harmful ingredients. Even our packaging is designed to avoid contamination. Using soy-based inks and recycled materials, our packaging is almost as good for the earth as our products are for you. Without nature our products wouldn’t exist, that’s why the environment is equally important to us as the products we make. Using ethically-sourced components that promote sustainability, feel proud knowing that 10% of profit for each bottle of SKIN goes towards sustainable initiatives within Canada. ACT NATURALLY. 7

BRAND IDENTITY | SKIN THE SKIN PHILOSOPHY8 OUR NAME For a brand that prides itself in developing pure, all-natural skin care products it was essential that we establish a name which reflected the core principles of the product line. Straightforward blends of ingredients called for a name that was also straight to the point. The word SKIN embodies everything our brand represents, no bs, this is what our product helps. OUR TAGLINE A successful tagline is one that communicates a brand’s purpose to both consumers and partners of the SKIN brand. The line “Act Naturally” emphasizes our desire for indi- viduals to be themselves without fear of judgement. As our range of products are pure and uncompromised from toxic chemicals, this tagline is extremely successful in justifying the brand’s intentions. OUR PROIMISE To Energize To Motivate Act Sustainably

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BRAND IDENTITY | SKINRESEARCH10

BRAND IDENTITY | SKINTARGET MARKETDEMOGRAPHIC GEOGRAPHIC SEGMENTATOINGender: Men & Women Geographically, SKIN will position itself withinAge: 18-50 urban metropolitan areass located in both CanadaIncome: $25,000 - $200,000 and the United States. Focusing on mid-to-largeEducation: Secondary School or Post- Secondary size chain stores with significant outreach weIncome: $25,000 - $200,000 want to have our product sold in every city with aMarital Status: Single or Married population of 50,000 or more.Religion: All ReligionsMarital Status: Single or MarriedPSYCHOGRAPHICS BEHAVIOURALHealth Conscious Brand LoyalFriendly Looking for Product BenefitsAdventure Seeking Status SeekingYouthfulConsumer of OrganicsPhysically Fit 11

BRAND IDENTITY | SKIN BRAND IDENTITY | SKIN SKIN CARE SALES WITHIN CANADA GLOBAL SKIN CARE INDUSTRY OVERVIEW +32% INCREASE VALUE OF GLOBAL NATURAL & SINCE 2011 ORGANIC BEAUTY MARKET % OF WOMEN WHO READ LABEL $14.3 FOR HARMFUL INGREDIENTS BILLION MARKET SHARE DECREASING FOR THOSE INFLUENCED BY NATURAL BIG BUSINESS PRODUCTS AS A SELLING FEATURE*12 *Graph used from Euromonitor Passport

BRAND IDENTITY | SKINCOMPARING MASS SKIN CARE DISTRIBUTION OF SKIN CARESALES TO PREMIUM GLOBALLY SALES GLOBALLY (%)THOSE WHO SEEK NATURAL SKIN 5 MOST AVOIDED INGREDIENTS CARE PRODUCTS GLOBALLY IN SKIN CARE1/3 Sulphates Synthetic Fragarances Mineral Oil Peg CompoundsTOP TRENDS WITHIN THE SKIN CARE INDUSTRY 1. HEALTH & WELLNESS 2. ANTI-AGING 3. MULTIFUNCTIONAL PRODUCTS 13

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BRAND IDENTITY | SKINTHE LOGO Simply put, the skin logo was designed to adapt. Whether it be olives, aloe vera, or mint, the design strategy was to focus the leading active ingredi- ent within a given product by using it within the logo itself. The curvature of the “s” allows for an interesting overflow of active ingredients from the margins of the logo, creating a sense of movement and visual hierarchy. A script-like typeface was additionally used to add a level of perceived sophistication to the brand, while the signature text which reads “SKIN” uses a sans serif typeface to imply modernity and progressivism.16

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BRAND IDENTITY | SKINPRIMARY LOGO GUIDELINES Created to bridge the mentality SKIN SKIN of using simple ingredients with the help of modern science, ourprimary logo is a valuable reflection of our identity. To be placed on coloured backgrounds as well asbrand assets that require little-to-no colour, our primary logo will only remain black or white in order to maximize communication efficacy, This style will predominantly be used for smaller applications as it is highly legible and identifiable. .CLEAR SPACE & MINIMUM SIZE Utilize the height of the letter “I” I The logo may not be used any within the signature as a guide to smaller than .625” x .8” as it becomes too difficult to read. determine the logo’s clear space. SKIN I I SKIN I18

BRAND IDENTITY | SKINA FLEXIBLE SYSTEM The secondary logo for SKINworks in a system that makes iteasily distinguishable for ourprospective customers. For eachproduct offered, at least one prom-inent ingredient separates it fromits other components. To highlightthis, a logo was developed thatwould create the illusion as if theprominent ingredient was break-ing through the inner walls of the“s” towards you. As a product thatcelebrates purity and simplicity,there is a balance between beinginnovative or boring. It is throughthis secondary logo that we are ableto achieve both a sense of rhythmand minimalism at the same time. 19

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BRAND IDENTITY | SKINLOGO MISUSES SKIN Do not stretch or squish the logo Do not place the secondary image over a busy imageDo not place images on top of the logo SKIN Do not stack logos Do not put a stroke on the logoDo not place a tinted logo onto a tintedbackground SKIN SKIN SKINDo not place a tinted logo onto a tinted Do not stack logos Do not put a stroke on the logobackground 21

BRAND IDENTITY | SKIN 8\"LABEL DESIGN 4\" The Label In order to maintain brand consistency, the background of the label must always be white with black lettering as the foreground. Clean and aesthetically pleasing, the distinct white space of our label has been designed to reflect the purity of the ingredients used within the product line. The logo will adapt to different identities that are aimed at reflecting the primary active ingredient within a particular SKIN product. Typefaces included on the label will comprise of Euphemia UCAS Bold for the Signature,Scala Sans for the ingredient list, and Melior Regular the product description.22

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BRAND IDENTITY | SKINCOLOUR PALETTE Before the colour palette was developed one thing was clear, the product line needed to stand out from any distractions or strain on the eyes. By utilizing a tinted analogous colour palette, a system was brought together that was genderless and versatile. Each colour allows for a different representation of a particular mood or feeling that is desired to be expressed. Our colour palette really brings together the idea of nature’s elements, earth, wind, fire, and water. Using this, we are able to create narratives that our customer easily understands when viewing promotional material.24

COLOUR PALETTE DUSTY BLUE BRAND IDENTITY | SKIN CYMK: 25,6, 14, 0 Light and airy this tint of blue SECONDARY COLOURS RGB: 190, 215, 215 gives youth to the brand image HEX: #bdd6d6 by offering a sense of calm. CYMK: 75,68, 67, 90 RGB: 0, 0, 0CYMK: 0,74, 61, 0 LIGHT TANGERINE HEX: #000000RGB: 111, 91, 215 CYMK: 0,0, 0, 0HEX: #f36f5b Used primarily to add weight, RGB: 255, 255, 255 this colour is ideal for headers HEX: #ffffffCYMK: 6, 16, 71, 0 and graphics at baseline level.RGB: 240, 207, 101HEX: #f0cf65 SUNNY LEMONCYMK: 23, 82, 42, 3 Without straining ones eyesRGB: 189, 80, 108 this is a great colour for springHEX: #bd4f6c and summer campaigns. RASPBERRY Woah. This dramatic colour is eye catching. It is to be used within text or small amounts.CYMK: 42, 4, 52, 0 ALGAERGB: 155, 201, 149HEX: #9bc995 Representing the organic nature of our products, this tint of green works really well as a background colour. 25

BRAND IDENTITY | SKINCOLOUR PALETTE IN USEAn example of some print material on top of a SKIN background colour.Branded banner advertisements ontop of a SKIN background colour.26

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BRAND IDENTITY | SKINTYPOGRAPHY Typographical elements are an important and nec- essary communicating factor for the SKIN brand. By establishing a sense of visual hierarchy, the typefaces we used create a level of order, which is an integral part of any successful brand identity. By placing emphasis on labels and headings through a mix of modern fonts such as Euphemia UCAS and Scala Sans, SKIN is able to appear progressive and in line with current typographical trends while maintaining a level of timelessness. Details such as body copy have additionally been given close attention to for extended reading purposes.28

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BRAND IDENTITY | SKINPRIMARY TYPEFACEEUPHEMA UCAS BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890For the signature of the SKIN logo Euphemia United Canadian Aboriginal Syllabics(UCAS) was used to express the brand in a strong, elegant manner. Tracked out to +200this typeface is only used for the SKIN signature under the logo. It will not be used forheadings or subheadings within branding. Euphemia UCAS brings a modern personalityto SKIN through its tracked out characteristic.30

BRAND IDENTITY | SKINPRIMARY TYPEFACESCALA SANS BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890This humanistic sans-serif typeface by Dutch designer Martin Major offers a differ-entiated sans-serif approach to a typographical system. Despite not being serifed, onealmost experiences a sense of serifed descenders and ascenders within this system asit draws much of its inspiration from scala serif. For skin this typographic system iscomplementary to the natural, sophisticated product that is being sold. 31

BRAND IDENTITY | SKINPRIMARY TYPEFACEMELIOR LT STDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890Designed by Herman Zapf, this typeface adds a dimension of cubic symmetry to copytext within the skin brand. Solely to be used as an alternative to conventional bodytext, this system adds a degree of proportional that gives the reader an ability toread long paragraphs extensively while maintaining unique “squared off” attributes.32

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BRAND IDENTITY | SKINSTORE DISPLAY Much like our packaging, we want to keep the store facade clean and unobstructed by busy graphics and ornaments. The easily identifiable primary logo of SKIN should be the back lit with a warm yellow colour so that in dark environments, the logo remains visible and welcoming. A white wall should additionally be used to maintain brand consistency.34

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BRAND IDENTITY | SKINPHOTOGRAPHY Macro photography is defined as a method of photography that \"produces images of small items larger than life size.\" For SKIN to highlight the composition of its ingredients, close-up shots of various botanicals and organic materials shall be used. Colourful, diverse, and textured, the photography utilized is aimed at invoking a level of thirst or hunger.36

PRODUCT PHOTOGRAPHY BRAND IDENTITY | SKINHand salve shot against a white background. An uninterrupted shot of our Nail Care. DETAILS All focus is placed entirely on the product. Product photography is clear and uninterrupted by busy backgrounds or unrelated products. Do not place products against a black or brown background, and use items such as botanicals leaning in against a bottle or packaging to highlight the brand.Blueberry facial mask shot taken from head on. One of our product tags against a green background from the SKIN colour palette 37

BRAND IDENTITY | SKINLOCATION PHOTOGRAPHY DETAILSImages of fruit convey a sense of appetite. They really Floral images provide beauty and reliability within our product line. Location photography mustshowcase the natural aspect of our brand well. Many of our extracts such as rosewater use flowers as an ingredient. communicate a feeling of relaxation and comfort. Slightly saturated images of botanicals such as fruit and vegetables are intended to provide a feeling of hunger. Images should adhere to a colour palette that is monochromatic or analogous to prevent distraction from the products.Close-up images of fresh berries reference skin Leafy textures add an interesting alternativewell through their smooth, shiny surfaces. to fruit and flowers for imagery.38

LIFESTYLE PHOTOGRAPHY BRAND IDENTITY | SKINLandscape shots tie the brand in with nature even more. Moments of bliss are inspiring. DETAILS Our lifestyle photography should be spirited and energetic. Images should feel as though they are catching someone in a moment of bliss or joy. As many competitors are currently using drama to convey luxury and premium attributes, SKIN wants to avoid that by showcasing the happier moments in life.Family moments give emotion to our brand. Shots of people in motion offer a unique perspective to skin care. 39

BRAND IDENTITY | SKINPACKAGING Packaging for SKIN has been designed to possess few graphics. For SKIN to both recognize its obli- gation to a positive environmental impact and a brand identity that reflects a product comprised of minimal ingredients, the packaging system chosen reflects exactly that. A reduced print area lowers SKIN's overall carbon footprint by means of the required ink necessary for printing. Soy based inks and recycled materials are what make our packaging unique from competitors.40

BRAND IDENTITY | SKINVariations of SKIN tissue paper. 41

BRAND IDENTITY | SKIN PRODUCT BOX42 Easily distinguishable amongst competition, our box design possesses a minimalistic front with a secondary logo and product description. The sides of the box whimsically make use of a graphic that depicts a stylized microscopic view of skin cells. The back of the package has all of the details pertaining to the product.

BRAND IDENTITY | SKINA 3 pack bundle of SKIN productsthat compliment one another. 43

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BRAND IDENTITY | SKIN ACKNOWLEDGEMENT Iwould like to personally thank my professors for guiding me through my university experience at Ryerson. Without their support and direction, this project would not have been possible. It is difficult to fathom everything I have learned within these last few years. It truly was an experience that I would recommend to anyone. My parents were also a huge support throughout my academic career. Putting up with the 4AM phone calls to vent, I really want to thank them for convincing me countless times to persevere. Although you were hesitant for your son who at times, puts his shirt on inside out to enter a fashion program, you have come to learn that it was the best decision I have ever made.46

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