HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
HopeSpring is a fictitious re-brand project for a not-for-profit support centre, assisting and helping people meet the challenges of cancer. The new branding and asset system communicates the organizations values in a professional, yet humanistic and approachable way.
re-branding / illustration / asset creation
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
Designed in collaboration with Chloe Reynolds, Jan Oliver, and Tate Cooper
packaging / illustration / branding
2020 APPLIED ARTS AWARD WINNER
2020 RGD AWARDS HONOURABLE MENTION
packaging / illustration / branding
Ditto Skincare
Ditto is a packaging series that emphasizes voice and communication channels. While most affordable skincare brands seem to have the same offerings and same image, Ditto stands out as something new, fresh, and unique.
The Challenge
Going against the grain
Cosmetic packaging, specifically in the affordable market, is notorious for repetition and lack of differentiation. While walking down a crowded aisle most products blend together, speaking very little to the consumer or brand. This lack of diversity leaves a market gap open, to a brand that can communicate its purpose and tone to an ever growing target audience.
THE CHALLENGE
Going against the grain
Cosmetic packaging, specifically in the affordable market, is notorious for repetition and lack of differentiation. While walking down a crowded aisle most products blend together, speaking very little to the consumer or brand. This lack of diversity leaves a market gap open, to a brand that can communicate its purpose and tone to an ever growing target audience.
THE BRAND
Setting the tone
Setting tone was a crucial step in establishing a unique brand position. With a repetitively saturated market it was important that the tone was distinctive yet self aware, something audiences could both connect with and relate to.
Visual mark
Communication can be portrayed on more than one level,
and Ditto uses this to its advantage. The "ditto mark" is an
isolated quotation, and visually represents the idea of
repetition and sameness. It completes the logo and sets the visual tone carried throughout the rest of the branding.
A name like no other
Brand voice is established immediately through the name. Ditto is defined as "the same thing again", the word directly playing on the idea design repetitive market. Not only is the brand aware of itself and its competitors, but it sarcastically states its presence on a shelf.
THE BRAND
Representative illustrations
To further support the unique brand tone, illustrations were created. Humanistic qualities and personalities were assigned to each package through these visuals.
A mascot like character was created for the Ditto brand. This character further humanizes the company and differentiates each product by emphasizing the purpose, the mascot donning a new hat on each package.
A brand of many hats
Quirky Communication
Illustration is a key form of communication for this packaging. The visual motifs represents the purpose of the product but from different perspectives, further pushing the idea of "same, but different". Each product can be identified from the visual or written cues.
THE SOLUTION
Unifying presence
Ditto is a brand that seeks to speak to itself as well as its consumer. By establishing a personality, a modern audience is more likely to connect to the humanistic qualities and aspects of the package. The bold colour blocking unifies the brand and allows the packaging to carve out space on the crowded drugstore shelving.
THE SOLUTION
Personality in a package
Ditto goes beyond being "just another skin care line". It offers what most drugstore cosmetic brands lack; a personality to support purpose. Using illustration, humour, and self awareness, Ditto packaging carves a distance brand space on any shelf.