SOAPBOTTLE ideation and research

CA2 RESEARCH :SOAPBOTTLE WEEK 4 BRAND STORY PROBLEMS • Created by Joanna Breitenhuber as she • Every year, million tons of packaging was frustrated that there was hardly any waste are sent to landfills or disposed of sustainable packaging for liquid personal into the environment, leading to the care products drastic degradation of the natural ecosystems on which we depend on. • Started off from inspiration from Ice Cream Wafer, as some of its wrappers • Disposable and single-use plastic account are edible. for the largest share, including packaging for personal care products which often l • They strive to develop natural, last for only a few weeks but result in biodegrable body-care products filled in long-term damage for the planet. a packaging from soap, to create a unique design and a feel-good experience BRAND SOLUTION BRAND VALUES • By turning the product into a packaging, SOAPBOTTLE has designed a new Design packaging made from a natural and • SOAPBOTTLE believes that our daily biodegradable soap. care routine or “me time” is an essential part of our well-being. That’s why we • The empty container can be later used like want to bring a special touch to this feel- hand soap and “washes away” over time. good ritual with great design experiences • Decomposes in the sewage plant after a Sustainibility few days.  • SOAPBOTTLE strives to create personal care products that are look good, feel good and do good for the environment. Innovation • SOAPBOTTLE is not afraid to change and ambitious to create change; We focus on new, future-oriented solutions by filling our personal care products into a whole new design of packaging - made from soap. MISSION • “We don’t believe in packaging waste. Instead, we strive to develop natural, biodegradable body care products filled in a packaging from soap. This way, we want to create unique design and feel-good experiences - without compromising sustainability.” 14

HOW IT WORKS The key factors about this is that the Soap bottle can do a few things. It has liquid soap in the middle, and outer soap shell, as well as a metal ca which acts as the cap. There is a string attached to the bottle, to make it hangable and portable as well. The unique design is attractive to young adults, and kids. Once the bottle degrades, the metal cap can be reused for other bottles. Furthermore, the steps on how it works is very simple There is not much that goes into the steps, thus people can use the product, it less than 5 steps. Which is good, as many Young adults these says struggle to find time to do things, a simple product would make life much easier. HEADLINE IDEATION 1 Feedback : 1) Journey Mapping: Find out about the • 0% Guilt 100% soapy Pleasure touchpoints and pain points. See how we can • Paper or plastic? We have Neither! find a solution from this. • “ 2 in 1” , What a steal! • One block = your entire toilet essentials 2) Don’t hardsell, be creative in telling a • We dont serve double trouble unique and interesting story. • Always complaining, start soaping 3) Research On Tribes AND PERSONA. up action! • Multifunctional is not a word, its 4) Don’t be Inwards Looking. Ensure your campaign put you and the consumer together. our statement! Dont only talk about how good the brand is. • Love magic? Try this! How does it work well with consumers? • Love Magic, dont swipe, watch it disappear • One Soap is all it takes 5) Check your tonality, we have to be • Reduce, reuse and recycle cant beat what empathetic towards our persona. we got • Stop thinking, start being sustainable • Wash your hands free of guilt 15

PAIN POINTS From planning our journey maps, we discovered several pain points. Paul : Lorreign:  • Going vegan and sustainable is expensive • Has a large family and common toilet in Singapore shared with her siblings so the soap runs • Many cosmetics and well being stores, out quickly such as watsons do not sell vegan soaps • Soap bottles are used up quickly and she and sustainable products, all utilise plastic feels bad because of the amount of waste  and paper materials.  • To use instagram to pruchase as it is Sindy :  more convinient. • Lazy to refill soap • Have to keep switching between • Always forgetting to refill soap Instagram and The website. • Selling only in bulk ( Have to buy the full set, of $40, some people may to prefer to buy just 1 product)  • Might be unsightly. It would look good for the first few days, but as you use it, the aesthetic quality behind the product may be a turn off PERSONA After we uncovered the pain-points from the journey map, we decided to go and start working on possible personas we could target with our ads. These were the personas we did: We wanted to mainly focus on the young adults, as it makes up majority of the worlds population, and many of them use social media and technology, thus it would be a lot easier to go and target them as an audience. Thus many of them can be students, or young working adults in the working fields. After we worked on the personas, we went on to start working soon the Possible solutions we can solve from the insights uncovered. This was god because through the insights, we saw the problems faced, thus we could uncover the solutions to solve the problem. 16

BRAND PERSONALITY For their Instagram Highlights, they used the From the overall look of their colours of their products. This instagram, the only post shows how they are trying images of their product. their best to keep to the color However, after having 47 theme of their brand while similar posts, it gets quite mantaining a simple style. repetitive and boring. With the simple and unassuming What we observed from their design, people won’t be instagram page is that all compelled to click on it and the images with the product thus would not be able to get on a plain white background the message. had very little likes. Images with interesting and creative compositions with background elements had more likes in comparison. The realised that the brand should have more posts that show creative composition. 17

BRAND TONE Their tone : They have a very fun tone, the way they write their Instagram captions may intrigue the audiences. However it is contradicted to the plain simple image seen on the right. There is no correct comparison between. This may confuse audiences and consumers, as they may look super simple through the imagery but their messaging and tone tells another story. TARGET TRIBE After some research we found that 77% of individuals want to learn more about sustainable lifestyles. Most citizens have already taken steps to become more green - 83.4% of them recycle, 57.5% use reusable bags and 45.2% avoid single-use plastics. However, the vast majority of respondents believe it is up to governments (79%) to tackle environmental problems head-on. https://www.forbes.com/sites/jamesellsmoor/2019/07/23/77-of-people-want-to-learn-how-to-live-more-sustainably/?sh=3af8f63c2b01 From the statistics seen here, it is seen that the highest trend of people who think its hard to be sustainable is almost 50% of all people who got interviewed. This is a major problem. People are afraid to go sustainable because its an inconvenience and hard, thus they don’t know how to start being sustainable, thus we should direct our tribe around that area. Instagram statistics : Young adults make up 71% of all Instagram users, from age less than 35 years old. Thus, it still counts that billions of young adults use social media, thus we can redirect Our product to them, so that there Is a wider outreach to advertise the goods of Soap bottle. DEVELOPMENT Copy ideas : • One bar is all it takes We had a few ideas of • A lot goes on in this bar possible messaging. Firstly • We’re doing less so you can do more it would be to encourage • A bottle you can get rid of sustainability among people • Empower a soapy change who wish to change but do • Refill not landfill not know where to start. • Reduce to nothing, now that is something Secondly, the idea of no Collectively, we liked ‘Reduced to nothing, now that is waste and no hassle. As the something’. It was catchy, easy to understand and overall packaging disintegrates over appropriate. time, there is no need to worry about extra trash. 18

WEEK 5B - BURGER CHALLENGE POSTER Since this is a limited time only burger in Singapore, we wanted our poster to have: • A strong competitive message, such as the man trying to get his hand on the burger before the dinosaur does. • Splash of milo flavours • A sporty feel to the poster, in conjunction with the message of Milo We used a dinosaur to link it our copy and body copy. The dinosaur visual helped to emphasise the bold and exciting flavours of the burger. We also added our poster on various advertising platforms, such as at bus stops, malls , and mcdonalds itself! We wanted to ensure our design can fit Mcdonalds image easily. PACKAGING AND LANDING PAGE For the packaging, we choose to go with a styrofoam box. In order for the ice cream burger to maintain cold for a longer period of time, its more ideal to use a styrofoam box. For the landing page, we made the burger the main focus along with milo splashes. We also added the dinosaur with a hand peaking out at the side. 20

CA2 DEVELOPMENT :SOAPBOTTLE WEEK 6B - CONSULTATION REVISED COPYS • Re-feel to fill good!, try it now • Give it a shot! A shot of SOAP • Feeling the guilt, time to re-feel • Since everything is trash, why not change it • Give it a chance, Try less, do more • Sustainability made simple • Outlive your waste  • Great feels, less landfills   • Curiosity is killing the earth  9 SQAURES Our group worked on the few ideas: A3 poster 1. Smack the world with goodness and nice smells too  The ad shows people being smacked with goodness, also implying the goodness of the soap. 2. Be the first to start, the rest will following Show people queueing up to use the soap. This can be used versatility with different groups. 3. Big impacts come from smaller steps Playing with the idea of green footsteps and landfills. 4. Euphoria comes with a leap of faith   22

MORE 9 SQAURES 7. Less land feels with great fills 5. Unveiling your share’s to show your care / Stop   sharing, start caring Because the soap packaging leaves no waste, it doesn’t 6. Outlive your waste  contribute to landfills. The Plastic can takes up 400 years soap also feels good. The idea to decompose. We should is to show the good feeling of not die before our waste using SOAPBOTTLE soaps. decomposes. INSTAGRAM : MOODBOARD For the Instagram ad, we wanted to have a brighter and more colourful concept. In the first mood board, we include some pastel and beige elements and photography. It is similar to SOAPBOTTLE’s Instagram with the simple backgrounds. For the second moodboard, there are more colourful elements. The colour palette at the bottom right of the moodboard includes some neon and bright colours that would help to freshen up SOAPBOTTLE’s Instagram. 23

POSTER : For the poster ad, the moodboard has brighter colours. We also found photography with fresh and interesting layouts. TYPOGRAPHY : < For the Instagram posts we choose a font that looks more handwritten. In order to match the moodboard, we felt that a handwritten font would fit the more pastel, dainty colours. > For the poster, because of the brighter and more saturated colours, we used a bold font. The Bison font has sharper corner and is more is more striking compared to a rounder font. 24

WEEK 7A - INTERIM Headline:  1. Refill to feel fabulous POSTER DRAFT 2. Refill to feel good 3. Refill to feel green  Body Copy: 1. Packaging that reduces to nothing, now We wanted to have similar headlines across that is something! SOAPBOTTLE’s product the 3 posters. In order for the headlines to still features packaging made up of soap in be relevant, we featured 3 different feelings attempts to reduce plastic packaging waste the SOAPBOTTLE can make you feel. The entirely. Our soaps decompose completely, different headlines can also appeal to different leaving no waste behind, easy to refill and groups of people. renew. We shouldn’t outlive our waste. It takes 400 years for plastic to decompose but we don’t take 400 years to die. 2. If it doesn’t start with you, then who? SOAPBOTTLE’s product features packaging made up of soap in attempts to reduce plastic packaging waste entirely. Our soaps decompose completely, leaving no waste behind, easy to refill and renew. It’s time for everyone to step up and start caring for our planet. FEEDBACK : • Body copy need to support headline and psychology for each group. Be more economical, pick out things that are not necessary, • Type size might be too big, colours on mood board not translated, colours make it cheap looking. • Sans serif font that is tall and thin • Mood board needs to translate similar energy. Typeface doesn’t suit the mood board • Line must be consistent, arrow in Instagram ad overdone • Nail down on one font for 3 ads. don’t use colour text in body copy • Ad looks abit dated 25

CA2 DEVELOPMENT :SOAPBOTTLE WEEK 7B - CONSULTATION POSTER DRAFT We tried several different colors for the green poster and subsequently the other posters as well. We still decided to go with a green background for the green poster and the same for the other posters. However, we made the background colors lighter. We standardized the fonts across all the posters as well. Feedback (A3 ads): • Block of text is intimidating, white text hard to see.  • Don’t have to use the same colour for headline; like soap is green text is green. • Guy showering ad looks like a typical shower ad, 2nd ad lacks what the first one has • Body copy size too big • Blue bottle can tilt a little bit • Font need consistency just stick to 2 only for print + ig  • Print ad headline font need to be same size throughout the 3 ads • Line maybe can guide viewers eyes 26

These are our final posters. For the final poster mockup, we decided to rotate the soap bottles to add more dynamic. We also changed the body and focus one each of the unique traits of SOAPBOTTLE. The line that was originally in each of the posters were removed and changed to connect all 3 SOAPBOTTLES across the 3 posters. This added a feel of connectivity and continuity similar to our instagram posts. The colors of each headline were changed from white to a color that stoof out from the background color. This helped to make the headline pop and draws more attention to the headline. Body : Refeel to fill green - Packaging Refeel to fill fancy - Packaging that reduces to nothing, that reduces to nothing, Refeel to fill good - Packaging now that is something! now that is something! that reduces to nothing, SOAPBOTTLE’s products SOAPBOTTLE’s products now that is something! features packaging made up feature one of a kind SOAPBOTTLE’s products of soap which decomposes packaging that is not only feature the most unique completely, leaving no waste fully decomposable but packaging, able to decompose behind, it is also easy to refill easy to refill and renew as fully and are easily refillable and renew! We should’t well. There’s nothing more and renewable! Vegan, outlive our waste. It takes fabulous than having clean natural and clean enough for 400 years for plastic to and green hands! your goldfish. decompose but we don’t take 400 years to die. THOUGHTS :3 Overall, I think this project was super fun and exciting. I got to learn so much about advertising and I think this will be very useful to me in the future. I think I have properly understood the importance of understanding the consumer and why it is so important to always take them into consideration. I am excited to use these skills again in the future. :) 30