Rationale sent with "spa" competition entry

Rationale...

My thoughts:

My aim was to produce a brand targeted towards an already established market/demographic...i.e. mature women. This could be seen as an easy choice, however, it is harder to break into as most women already have a preferred brand. Selling this product range is about breaking their patterns and changing choices.

To do this I thought I would accentuate the quality by producing a elegant, natural range. Every aspect is targeted for this, the swan, the ‘hand stamp’ logo, the casing and bottle...and therefore, the product. To do this means the product could present itself as either an expensive gift or a daily use product (considering the amount some women are willing to spend to get the best product)

The overall design is not all that creative or daring, but I am not intending to isolate or dare people to buy my range. I want the customers to feel confident buying this, to trust it.

Name:

“Swan Tales” is meant to insinuate the tales of the beautiful. The fact that it was for a luxury spa, aswell as a product range, meant that I had to produce a name applicable for both. The “Tales” from the spa trip and/or the trips the product started.

Logo:

The logo was designed with the idea of a stamp in mind, giving it a hand-made, natural, textured finish with the purity of the swan coming out through this in negative space. A mono-tone pallet was used to give a natural feel, with no dye’s or chemical colours being used (aswell as the usual: photocopying/faxing etc).

Packaging:

Case:-

I decided to put my range into a case, all be it made up with material. This is to give an element of subtlety to the packaging whilst stimulating curiosity and surprise. It also shows that extra consideration has been placed into the product aswell as continuing to be ethical.

Bottle:-

This is the core of the design. The part left over and viewed, so it has to be nice. I chose two contrasting textures with the bottle. The lid is string coiled around, linking in the casing whilst the base has a silky satin texture. These contrasting textures offer another dimension to the product, making you experience it before even using it. In certain instances (e.g. for a facial scrub) it acts subliminally, as you take away the rough texture, you are left with the soft still in you hand.

Future developments:

There is the prospect of producing a range targeted towards the younger audience... “signet tales”. This is where the packaging can be made more vibrant, using the colour pallet of orange, white, black and more exotic textures can be brought into it.