Tuesday 16 July 2013

D&AD: Batiste





These are to be my final design outcomes. I have mocked them up on to existing cans to get a feel for what they'd look like as a series. The new aesthetic provides a new angle on Batiste, focusing on what the product is used for as opposed to their past.

Monday 15 July 2013

D&AD: Batiste

After arranging a crit for my work, I realised that there were certain problems within my design. The information to be present on the back needs to be clearly visible, yet a white box dropped on the design would ruin the new aesthetic.


This worked in my favor because the new feel of the design boasts a gem encrusted ceiling and floor, reminiscent of a cave full of jewels, helping promote to the high end market.

Friday 12 July 2013

D&AD: Batiste


I decided upon the theme of gemstones to promote and reach out to a new more sophisticated audience, raising the profile of the brand.






These are my first attempts with a pattern to form gemstones, these progressed into the series of 4.









These are the designs I picked to run with and to crit, to see if I'm on the right path or not. Each scent reflects on the colour and gemstone and clean block colours help communicate the sophisticated approach, especially the use of negative space.

4 colours in total make up each design, which helps reach out to the older clientele with an abstract aesthetic.

Tuesday 9 July 2013

D&AD: Batiste

The brief set to create four new graphic identities and fragrances gave me full reign to explore possible outcomes which I thought best suited the brand.

From research, I decided that the current designs can come across appealing to a younger demographic which is contradictory to the older clientele. To ammend this issue I sketched up examples of what could be produced, including designs similar to what's currently available and a more, for use of a better word, sophisticated aesthetic.

 

I experimented with colours also in a series of thumbnails, the most inspiring of which featured above.

Monday 8 July 2013

UK Greetings


Overall, due to how late me and Abbas started this brief, I am happy with the way it came out and should have considered my collaboration ideas before I set down with people who I can't work with.

It's a shame that we didn't have the time to submit the work, we both thought the concept was a good one, people love hand crafted and that personal touch.

D&AD: Batiste

Existing design within the Batiste range:

Target Audience: Outgoing, active, on the go and fashionable women aged 16-44.
Women who are short on time, but care about their appearance. 

The current designs definitely reach out to the younger end of the target audience, and some would appeal to the older end. But nothing meets the middle ground and I feel as though it needs a mutual theme and more consistency within the range. I would describe Batistes current designs as slightly tacky.

Friday 5 July 2013

D&AD: Batiste

Dry Shampoos.

The Daily Mail covered dry shampoos in an article in 2011 which shows Batiste as the cheapest, most reliable dry shampoo. It also goes on to say that dry shampoo isn't necessarily used primarily for being lazy and not washing your hair, although this is one of the functions, but it's used for 'volumizing' hair, something I had not previously thought of.

Due to this, I decided to direct my design approach to mimic high end, expensive products.


I love how the angles of the glass reflect light in different directions and from inside to produce what appear to be different colours. I think mimicing this could have some good outcomes for a more 'glamorous' approach to the design of the product.


I stumbled upon an image of the dry shampoos available on the market to see what else was for offer, yet these are just the standard designs. I was thinking of using a full black silhouette similar to the latter two in the image above. Seeing it in context has slightly worried me, I think the solid black comes across as too bold and invading to some extent. In my opinion, not attracting the target audience at all. I think the black could be broken up with opaque colouring, taken from the original colours for Batiste, or maybe some kind of glitter overlay.


Tresemme use a similar approach with their other products as to what I was thinking, yet I think the branding for Batiste is stronger as a hair brand and also boasts a better visual identity. Whereas I find the Tresemme logo unappealing due to it's mix of letters and how it looks as though it's a sticker, in a bad way, the use of colouring and the way it plays with the light is something I'd like to achieve.


The gold version that they released as a limited edition features an effect that could be incorporated within my design but not with the underlay of patterns and used as an overlay over a matt black to induce the 'glamorous' aesthetic.


The design behind this edition boasts a glitter, or shimmer, effect with the dots in the design. I feel these could be beneficial to my design process. Enabling me to judge what is possible within the print process of the products.


Batiste made special packs titled 'Cool Britannia' which shows an artistic representation of the Union Jack and were presented in a red netting and extras like this mini brush.


I love the fact they add extras in, although I'm not too certain on the regularity of the extras, and would like to design some for proposal.


The only other packaging that I could find for Batitse products was this little zipped bag, which shows the contents as 3 mini cans of Batiste in their limited colourways 'Wild' but the bag is impractical as the clientele is different to what they think, in my opinion. The bag was intended to be reused by whoever bought them, but I think it wouldn't be used and the product added to a handbag of choice or other luggage item. I'd like to experiment with boxes for packaging which reach out to the 'glamorous' clientele, who don't need a new bag that has been cheaply made, but a box that compliments the product and talks to the target audience in a similar way to perfume brands.


Batiste point of sale, shelf style, looks pretty good due to the variety of designs on the shelf, I feel they compliment one another due to the consistency of the rest of the product, i.e branding & relevant information. This needs to be highly considered when I design for the brand.