To create an elegant, innovative, striking, reliable, sustainable, approachable brand identity for clean care that appeals to the target audience and fulfills a market need that is currently not being satisfied. In order to create a brand that is as equally impressive as the science behind these products, the focus is placed on consistent typography, cohesion, color, messaging and imagery. To appeal to the target demographic through user-friendly, informative, compelling design that is both accessible and educational.

I researched a lot of clean skincare and beauty brands and realized that most of the brands that are organic, non-toxic, and clean were surprisingly hard to find despite the market demand. Even though there is a large community of people seeking these types of products, the most accessible and popular beauty product are full of harmful chemicals. I realized the need for an Online platform where customers can purchase clean products easily and efficiently, without having to do hours of personal research to ensure their safety. I then created defining attributes, traits, and a mood board for the brand and generated the brand identity around these central ideas in order to convey the companies values. I created a business model canvas in order to inform my designs by focusing on what this brand could potentially offer and to whom its prevalent consumer demographics would be. After designing the logo and selecting the color pallet and typefaces that I felt best represented the concept behind this brand, I continued my design process by developing the website and app wireframes for the online platform as this would be the primary mode of sales for the brand. The next step of my design process was the development of advertising materials (social media & billboard), primary packaging, and company stationary in order to fully build out the unique brand identity.

My design implements a simple color palette consisting of blues and cream in order to evoke a feeling of reliability, responsibility and soothing. I wanted the logo and website to appear professional and elegant while also being playful and empathetic in order to convey the values behind the brand. I kept my typeface usage consistent across all brand materials in order to create a cohesive, recognizable brand identity. After creating the logo and brand identity package, I created a corresponding website and app design with the goals of accessibility, simplicity and information delivery. In order to further expand on the identity of the brand, I created both digital and print advertising materials for clean care. The final step in my solution was to create company stationary and primary packaging for the shipping of the products in order to emphasize the reputability, professionalism and science oriented nature of the company.