GOAL

My design team was tasked with the challenge of creating a hypothetical cannabis-based, organic facial therapy brand and product line to put out in the market with a full-fledged integrated marketing campaign. After extensive industry research, strategy, planning, brainstorming, and designing, we created Flora Face. Our primary target audience is young adult women interested in healthy body-image perceptions & ethically-produced, organic beauty products. Overall, the process allowed us to use teamwork as designers and junior brand strategists.

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My responsibilities as part of the team are internal and competitive research, brand messaging, user profiling, designing the brand identity manual, the Photoshop artwork for the watercolour-lifestyle imagery, the POP designs, in-store retail display, product launch displays, and experiential concepts. 

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SOLUTION

For our overall design approach, we created a watercolour-lifestyle theme with flora. The bold, vibrant colours reflect the various natural ingredients in our products and the watercolour motif helps our designs stand out with an expressive, artistic approach compared to typical photography used in beauty ads. Also, the open white space in our brand manual, retail display, and infographic acts as a blank canvas. This reflects our brand keyword “purity”.