1mm
#Natural skincare branding for LAFCO New York
Duration
Aug-Dec 2020
My Role
UX Designer
Client
LAFCO New York
Client Background
LAFCO is a fragrance brand established by Jon Bresler. With a mission to create products that look, smell and feel good for the customers, Jon is hoping to bring the best products with the finest pure materials. Instead of branding for LAFCO fragrance, this project is aiming to bring an innovative branding proposal for LAFCO's new product line on men's skincare.
Problem🔎
LAFCO started as a fragrance brand, how can it develop a new skincare product line that shares the same brand identity?
Goalđź“Ť
Brainstorm a product line name for LAFCO’s male grooming
Develop a package design proposal for LAFCO’s new products
Design a web e-commerce page of LAFCO’s male grooming
Research
The mens grooming marketing is highly active in all market segments. Among luxury, prestige and masstige (affordable luxury), we locate ourselves in the masteige segment. Through researches on men's grooming products on the markets, I found out that the overall theme and and vibe is relatively fixed. It is rare to see innovative take on skincare products for men. Therefore, for my design, I decided to develop a more futuristic and modern packaging for the collection, aiming to break the tradition.
Competitive Analysis—
Market positioning as a masstige product line
Brand naming—
1mm is pronounced as 1 millimeter. It represents the distance between the customers and nature. The goal is to enhance the idea of 'infinitely close to nature', which is coherent with LAFCO’s brand proposition and brand philosophy.
Color scheme & Visual Elements—
With the word futuristic in mind, I created 3 earth-like globes with earthy colors blended. These later became the foundation of the packaging design.
Package design—
I hope to bring the idea of 1mm into the design as well. To achieve this, I blurred the outline of two circles and placed them side by side, but not touching each other directly. These blurry boundaries is giving another kind of beauty to the design, emphasizing the tight relationship human has with nature.
