D&AD New Blood 2016 : Design Bridge Brief
A collaboration with Tania Sim & Beatrice Cho
Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products
look like power tools, whilst women’s remain delicate and ultra feminine? The world has moved on. Create a new-to-
world, accessible, mass-market beauty brand that breaks established category codes.
Your brand should be a response to some of the issues with which modern, post-demographic consumers identify:
gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users
of beauty products today.
Let’s End Prejudice
We decide to create a beauty product that helps to end prejudice. Such as, Hair loss, Tattoos/ Scars/ Birthmarks Vein
marks/ Stretch marks. We found out that in 2014 alone, more than 1.3 million people worldwide engaged in cosmetic
procedures to remove these stains for good.
Target Audience
We decided that our target audience should be the ones finding themselves easily influenced by the media. This group
of teenagers should have our beauty brand that helps them discover themselves easily along the way. Celebrating them
for who they are and bringing the message out that you can decide who you want to be and how you want to look.
for who they are and bringing the message out that you can decide who you want to be and how you want to look.
Layer It Up Series
We truly understand how not everyone is comfortable in showing
off their stains, thus we created the Layer It Up series that are
tailored to different types of skin tones. While giving you the
option for natural flawless skin, we give you a chance to embrace
your stain, not get rid of it.
Show It Off Series
Inspired by everyday warriors who proudly live with their stains, we created
the Show It Off Series with them in mind. Like the name suggest, each individuals
can now show off their stains by wearing them proudly with our bold colors.
