Your Shore Plan Men
New disruptive hair and skincare brand with a cause.
The brief
Brand Purpose
JDO RAW DESIGN COMPETITION BRIEF 2022:
Create a new disruptive hair, skin, or makeup brand with a cause. Choose a category & cause. Craft your brand and its purpose. Change the World.
A new sustainable cosmetic brand for male students, aged 16-25 who live by the sea. This encourages healthy skin and hair while providing an easier personalized experience for them.
Personalised care for men
Background /Story
Currently, young men face a variety of problems related to hair and skin care but how can we help young men feel better about their skin and hair when visiting the beach? If not dealt with soon enough at a young age these problems can start to bring on psychological problems which can affect their mental health such as stress, anxiety depression, low self-esteem, social phobia, and emotional mood. Your Shore Plan Men offers a range of skin and hair care treatments for young men before during and after a beach, at a low price making it affordable to the student Gen-Z community. As Student prices have increased over the years, cosmetic product prices have also followed the same direction of increasing prices. Offering low prices encourages young male students to use the products and increases total sales. Students are more likely to be sensitive to prices because they have lower disposable incomes and are less willing to buy expensive products.
My Core Values
To provide products that address common
hair and skin problems
to men with minimal
impact to the ocean.
Over time University
students will be
able to find it easier
to buy and afford
sustainable products.
Addressing Men's Skin and Hair Problems
Branding direction
The logo
I created logos that aim to bring a bold design to the brand to appeal to young men who live near the sea. Wave-like and brush effects and colours. The strong type can be seen as ‘masculine’ and easily recognizable.
1. Ocean water dry's out hair leaving it
damaged and de-hydrated.
2. Excessive exposure to the UV rays can seriously
damage your vision and increase eye-fatigue.
3. Washing and moisturizing face to keep skin
hydrated for a day out to beach while adding
important vitamins to stop high amounts of sun damage.
4. Keeping hair ‘Up’ from strong wind.
5. Soap and water help remove all types germs from
hands, keeping your hands clean when at the
beach or travelling.
6.Preventing itchy beards or facial hair.
7. Sand should be washed out of hair to prevent dry,
brittle and oily hair.
8. Peeling skin can be a problem after a day in the sun,
if sun cream or other products fail.
Product selection
Each product aims to tackle common
men's hair and skin problems, by asking a personalized question to the
target user.
3 colour coded selections:
-Pre-beach application, numbered 1
-Daytime beach car, numbered 2
-Post-beach application, numbered 3
Colour palette
I selected bold colours which are used across the brand including the logo, products, packaging, and advertisement which are suitable for Gen-Z users. The design is made vibrant, authentic, visual, and easily recognizable. There is also a sense of masculine appeal as the colour palette suits design that appeals to young men.
Flavours
All the ingredients provide a perfect formula using natural ingredients and vitamins as a defence or mechanism to certain skin and hair care problems. As a bonus, all of the ingredients give a natural scented smell which leaves the user feeling refreshed and confident for the day at the beach.
Sustainable
packaging
The recyclable cardboard box packaging is hand delivered by the company or sent via the post. As tailored beauty products sent via subscription are on the rise, it is a tendency that men shop online which offers discretion and convenience as well as specific personal solutions. Eco-refill packs provide a new trend of sustainable solutions made from ocean plastics coming from the ocean floor. This aims to aid the re-build of the local oceans.
PROJECT
PROCESS
“YourShorePlanMen” is a new sustainable cosmetic brand for male students, aged 16-25, who live by the sea and are looking for a more personalised experience within skin and haircare...see below for my JDO RAW 'Change Makers' competition entry body of work.